These prices don't sound too bad at first, pretty close/a bit less than the Horus heresy prices which are also cheaper than normally per model but you also need more models than 40k for that game. But then again the HH plastics are all brand new kits while only 1-2 kits per faction is a new plastic kit here.
Also shows how much is still in resin/metal since each faction only has three kits and their big box on here, everything else is resin or metal so isn't available to independent stores. (Which also means no discounts) And for Bretonnia its even worse since two of those three kits are also in the big box so basically only the big box and a single plastic kit.
And I still have the same problem with that in that Tomb Kings and Bretonnia are the flagship factions for TOW. They are the Stormcast vs Kruleboyz / Space Marines vs Tyranids of this edition. I would expect them to get the most new stuff. So I wouldn't be surprised if other factions in the future won't even get a single new plastic kit for their launch.