I'd expect AoW to sell at roughly £15-£18 for 10 models, bit more expensive (not as insane as GW), but people won't mind if the sculpts are good, and they especially won't mind if the kit is an alternative for a GW metal or finecast kit.
I'm going to guess Chaos Chosen, not Chaos Warriors for this first kit... with the style being suitable for both, but tending toward "big, elite warriors".. something useful for either Chosen (GW only has as expensive metal) or Forsaken (GW has no models for these whatsoever).
The slayers kit was well-judged. They put a bet on high quality being the main thing that people are after, with lower prices being a secondary consideration for most.
They were right, quality is pretty much the only consideration for most, thoughts about pricing tend to only come after a person has made the decision of "do I like this or not?" If no, then the thought process stops right there, if yes, then the the "how much is it?" question kicks in right away.