I've found it yesterday too. I don't think that this will have great success... But how you have pointed, this will hurt GW more thank Mithril. Let's see what come out of this. I'll keep in touch to see.
Don't think it will hurt anyone, really. The "clix" market is a different thing to the metal 30mm market. Though a lot of the Other Company's income back during the LOTR boom came from people just wanting collectibles. Maybe this will cut into some of that action for them. But the clix world is pretty separate.