I'm not big on conspiracy theories, but I'd buy the idea that this was conceived as a Haslab project any day. It's too big of a departure from what they've been doing, at too big a price point for that not to have been the original intention.
I don't think it's a big deal that they originally started as a possible Haslab and they decided to go the pre-order route with this.
I'm going to put a positive spin on this and assume this went from "Haslab parking lot idea" to Hasbro Pulse exclusive not because BS6" scale Rancor failed and they needed a SW win, but because they trust the TVC fan base to be there for stuff like this. TVC dudes have shown up time and time again - $400 SWGE Millennium Falcon? Sold Out. $500 Sail Barge? Yes, please! $375 Razor Crest? Tripled initial expectations.
I'm really hopeful that this idea works well enough for them to keep this new "expression" going - I'd gladly pay $250 for a similar detailed Mos Eisley Cantina, Dagobah Swamp/Yoda's Hut, etc. And you've still got the $50 playset line for the other stuff - Bespin Dining Room, Death Star Conference Room, DS2 Throne Room, Trash Compactor, etc.