This does seem like an attempt to find a playset niche. Mattel has been doing those big Batman playsets that have been displayed prominently in WalMart stores. And it seemed like there was SOME interest in the BB-8 / Flagship set, although it was a bargain hunters bonanza.
The lower price point seems like it's designed to draw in the more casual buyer. And Hasbro's cost on these has to be pretty minimal. As for the figure and accessories? I think they're okay. They seem to have re-purposed the Han Solo from the Kessel Run Falcon. The gun accessory is a nice inclusion, too. And the big cannisters of coaxium are a nice touch, too. It would have been fantastic to get some of the droids from the control room, and I'm holding out hope there.