Not an impressive set. I bought one from Target US. Exactly the same thing. Only comes with a tiny lego bilbo. I am going to return mine and keep the walmart digibook with Thorin lenticular.
Our store opened on release day but I didn't get in till Wednesday. So I'm not sure if there was a release day discount. It is a very poor exclusive, but the first. So I couldn't pass it up.
I saw this today at the Square One Target (just opened on Thursday), I agree it is rather expensive. But this does give hope for future Target exclusives.