3 boys in my classroom have had their 7/8th birthdays over the last 2 weeks. All 3 got the one step change Grimlock figure, so I think that the price point must be fairly attractive to parents looking for presents for other children at the very least.
That being said, the sheer number of these wave 1 figures being ordered makes me believe we will have the same problem as DotM, too much wave one to sell, in this case, too many gimmicky toys, not enough actual variety.