Opened my set of these today, and I have to say I like them quite a bit. Like others have said, these would feel like a pretty good deal at about $15. $20 still seems a little high - they are great figures, but I don't see that they are higher quality than Marvel Legends at $15. I'm pretty sure I'm hooked for the time being, at least on the OT figures. The 3 3/4" stuff is still the bread and butter, and I hope it never goes away (collector styled or just in general), but these are pretty nice.
I think part of it is the excitement of looking forward to each character again, similar to when POTF2 began. Now we can have that anticipation for Darth Vader, Han, Chewie, etc. and not think "wow, another Vader" like we sort of do with the 3 3/4" line. As has been noted elsewhere, they're not perfect (and a little too high priced), but I look at this sort of a nice alternative for someone like me who admires the Sideshow line, but can't afford it. Larger "collector" figures for someone on more of a budget.
I do think this line is going to be pretty popular though, just have a feeling. Like I said, 3 3/4" is still the base of the SW line in my book, and always will be...but this offers a nice jumping in point for people new to Star Wars, or returning. Plus the fact that it has been said they are shooting for no more than 16 figures a year (four waves of four I'm guessing), and that is about right for the release pace I think. Anyways, I like them a lot. I have Luke and R2 posed right next to our computer here, and they look pretty nice together. Can't wait for Wave 2.