These are limited market exclusives. Not much different to the BotCon toys. Like BotCon why would they make new toys for a limited run when they can just repaint old toys. The fact that they are nearly all getting new heads and new weapons shows it not as lazy as the old Universe line. Some like Swerve, were probably always planned.
Maybe some of these characters will get new toys in 2013's Generations line (but so far those are all WFC/FOC toys). For people who don't like TFPrime this gives them something to look at buying.