BattleTech needs a big "splash". And that splash isn't just with customers, it's with distributors and store owners. Store owners need to see sales so they will order more, so that customers will see them on shelves and buy more. Distributors need minimum numbers of orders to even carry an item. Spreading out sales over multiple SKUs, especially from a different company, will severely hurt BattleTech. Has hurt BattleTech. BattleTech doesn't need a few more models to sell to existing fans, it needs to have an impact on the market. It's struggling to do so right now. The Box Set (sets?) are the chance to do that. There only so much you can risk that market impact.
I agree with this. Frankly, the new player experience right now is a MESS. Inventory on the intro boxed set is almost gone, and even the lance boxes seem to be dwindling. The starting experience for Alpha Strike is similarly bad. I'm slowly making my way back into the hobby, but then i have a lot of previous experience. Even then I'm a little lost (like, wtf is up with hex maps these days?).
However, there is a golden opportunity coming up. There is the new Mech Manual; there is the warm reception Alpha Strike seems to have gotten, and there are the new Battletech video games (MWO, MW5, and the HBS Battletech Turn-Based Game). There are also the new fantastic reseen sculpts. The trick now is to leverage all these things together to make a big impact.
If it were up to me, I'd release a new boxed set with the Mech Manual and a dozen or so reseens, and maybe Alpha Strike rules, all togeather later in the year to coincide with the launch of the HBS game. Focus on 'mechs, focus on the 3025-3039 era, and get the nice new sculpts that are simultaneously classic but also evoke the style of the new Pirhana/HBS versions. Maybe also include the fast play mech-only Alpha-Strike quickplay rules and appropriate cards in there since they share minis; let the player decide which version of the game to launch to from there.
But yes, a well thought out relaunch is needed, preferably sooner rather than later, but I understand why holding back the new sculpts is a good move to generate maximum buzz/impact. Having the old timers drooling and talking about it at the same time you offer the new players a great package sounds like a good recipe for a big roll-out.