I've had these on order for several months, since they first appeared on BBTS. But they'd only shown grey prototypes, and the initial mock up for packaging wasn't real great. They have done a superb job with them now though, with beautiful animation artwork. Enough so I'm going to have to buy one to keep carded, one to open.
For those who don't know, these are issued under their ReAction line, which is minimally articulated (5POA) 3.75' figures homaging the old Kenner Star Wars line. $14-18 is their -normal- price for Reaction figures, so they're not putting a premium on it due to being Star Wars. They will be quite a bit bigger than Heroes of Cybertron size. They'd initially done them for licensed movie properties (eg. Gremlins), and just this month released a Teenage Mutant Ninja Turtle Line. In the past they'd done Robotech (so you could get a Jetfire verotech).
If you want to see future releases, check out BigBadToystore as they have advance listings for figures to be released in Wave 2. I think I'll pass on the purple Soundwave, but they do sometimes release their convention exclusives on Super7's website as well if anyone -has- to get it.
On the lookout for MISB Headmaster Highbrow, Takara or Hasbro. I'm sure I could make you a sweet deal!