Yeah, pricey (the 3PO/R2 set ended up costing around $100, though that included the express overseas shipping I sprang for) but they really are worth every penny. And to be fair, most of the figures made have been helmeted characters or droids just like the model kits. Rey will be the first MAFEX human character, and the first non-SH Figuarts human character from any of these lines.
Hasbro made a HUGE mistake with their product drought from 2013-2015. They had a 2 year head start on these Japanese companies making the 6 inch figures, and they did nothing to lock the American market down. There was nothing to buy on the pegs, so I figured what the heck, I'll blow a spare $40 on one of these figures... they blew me away and I've never looked back.
I get that Hasbro is, as Jesse said, the budget line, and they've made a lot of figures the Japanese companies will probably never touch, but there are often times where you have to ask if a Hasbro figure is worth the $20 while I've never felt like I wasted money on the Japanese products.