FFG Revive HeroQuest! ... Sort of

I see Fantasy Flight Games have decided to cash in on the nostalgia and are re-releasing Advanced Heroquest with new artwork, packaging and art design based on the trade dress of the successful Warhammer Online morepig.

FFG do seem a little confused though. Apparently they intend to call this new product WFRP 3E and sell it in a big box for ~$100. They's funny, coz WFRP has been playable from a single book and with dice no sillier than are used for most RPGs for the last two decades and more.

I fail to see who this new release is aimed at either:

• New gamers? That $100 gets them around 6-8 months of MMRPG subscription, two new release console/PC games, or a D&D4E start-up set.
• Existing Eurogamers? Can you honestly see them kicking "* of Catan" or whatever into touch for this?
• Old fans of WFRP/AHQ/WHQ? We got those games the first time around, thanks.
• Existing WFB/WH40K players? They already have an expensive addiction to feed...

This seems to be a product in search of a market beyond the obvious Xmas trade. Colour me sceptical.

(hat-tip: Graham MacNeill for the initial tip-off)