I've had the same feelings and have discussed it with Dale via pm's. The small line is getting somewhat tiresome, to me anyway. I've often thought of redirecting my money towards Gentle Giant, Master Replicas, etc. I guess I should rephrase that, I'd just be saving the money that Hasbro gets.
I've largely solved the problem by becoming more selective. I got caught up in the hype of this line by finding some quite early (about 2 weeks ago) so I bought some figures I already regret. They aren't horrible, but I could have lived without them. It's mostly the adrenaline of the hunt that I need to suppress to get over this stuff. I love finding new things though.
The thought that keeps coming into my head is how many __________ figures do I need, whether it's Luke, Anakin, Obi-Wan or anyone else. I'll likely by every army builder/clone/storm/trooper that comes out and every Vader or R_-__ droid, but beyond that I should really have better restraint.
And while the action figures do detract from the Collection 1 figures, at least they stand in neutral poses this time around, not something hideous like Arena Padme was for the last movie.
I don't think you're alone, but the collective mentality here feeds the hype pretty well. We're all geeks, we're all pumped. Sad, ain't it?