It's a bit like the Evasion Optimus being released in Gen1 colours instead of movie white... this is a movie set with only Grimlock being in Gen1 form in both the build set and Kreon versions. Everything else are Movie versions.
It doesn't make any sense for them to do that. Why not all Gen1 or all Movie... it makes it difficult to classify the set as one or the other.
It doesn't even look like Grimlock has two modes either. It seems that they've given up on having their Kreo sets "convert", as none of this year's build sets appear to have two modes.

And it certainly snuck in there, as it wasn't part of Hasbro's line-up at any of the Toyfairs... so must be a TRU exclusive.

The multi-packs are interesting, as one is a Universal Studios exclusive (hope it is out in time for the BotCon tour, and other fans don't clean them out).
The Silver Knight set could also be an exclusive, as US Target have had all the other Silver Knight exclusives.

The Elite Optimus Prime looks stupid, as it has the Combiner parts making it look like it has over-length limbs.

And if you haven't got enough Optimus Kreons yet, the Stinger mini-set, looks to have two in it - regular and black "Nemesis" version.


A recap of the new sets...
Grimlock Unleashed (333 pieces - US$25) - "Gen1" Grimlock with 5 Kreons (Movie Optimus, Movie Bumblebee Movie Galvatron, Movie Lockdown, Gen1 Grimlock) (?TRU Excl?)
Kreon 4-pack (28 pieces) - Movie Megatron, Movie Optimus, Movie Bumblebee, Movie Evack (Universal Studios Excl)
Silver Knight Autobots (32 pieces) - Movie Autobot Hound, Movie Crosshairs, Movie (Silver Knight) Optimus, Movie Bumblebee, Move Autobot Drift (?Excl?)
Elite Optimus Prime (43 pieces) - Convertible Kreon?
Stinger Replicator Chamber (77 pieces) - Factory mini-playset with 5 Kreons (Stinger, black Bumblebee, Optimus Prime, "Nemesis Prime"?, mini-human lab scientist)

That's an Optimus in every set.