It has an MSRP $20 less than the existing set, so I'm sure this will be on sale for 29.99 - 34.99 this Christmas, which is great for folks who aren't hardcore into the movies enough to want/care about the 4th disc, or want to give the OT as a gift, but think a big box that will cost them $60-$70 is overkill.
I don't really see it as milking fans, because I seriously don't believe its aimed at fans. There are casual Star Wars viewers, ya know.
What I will bother me, though, is if they actually fix the audio problems on ANH, which they never fessed up to in the first release, then don't issue corrected discs to purchasers of the original set. Missing audio cues and reversed music in the rear surrounds is pretty appalling. If I have to buy the new set to hear the audio the way it should have been the first time around, that
will be angering.