Yeah, I think they've been a bit too ambitious for their first release in all honesty... obviously it's nice to have loads of extras, but not when they're just random bits and bobs that massively increase the size/price.
Think you are very right. too ambitious. Granted for race fans, I think its likely exactly what they would want. as a lot of cool race swag. etc. Problem is regular racing fan who might be interested in Rush isnt interested in paying even $50 for the movie. Better chance at that around release to latch onto marketing hype buzz etc.
premium collectors usually want specific swag. But the more targeted niche who would be more interested in this is the boxset/limited edition/collection editons collectors. not the steel collectors. should market to the other and if any steel collectors also buy then its a bonus.
I think it would be more attractive if it at least had a FuturePak inside as I get why no steelbook ... too costly on qty .
ditch the light and give me a futurepak ... and i dont need that metal can unless it fits inside the box too. I would rather there be less fluff to bring price down as the box and possible futurepak or if it has to be amaray is most attractive.
I like the magnets, and the race booklet.
good luck to them tho.
, thanks for the tagg 
Still, they're nice editions. Wish the funds were a little more forgiving this month.