Wow, just saw the link to the sight. Two things I find interesting about this, 1. It says coming in September, hinting that might not be one of th launch playsets, and 2. It's 44.99 while the Cars expansion was only 35.99. This could be just a difference in the site though.
^^ it looks like most of the Infinity items on that site are down for a September release so that may just be an mistake on their behalf, interesting price difference though, maybe they are just trying to milk it because its a new film?
Although I think the film looks awesome I think there are better play sets they could have released early on to generate more interest in the franchise.
I think will will be a very popular Playset simply for the gun play. Toy box engineers will be building many shooting game homages, as I expect to see Halo and Call of Duty maps remade in Infinity and they will need the shooting mechanics.