Yeah, Chewbacca isn't incredible, but I would definitely say that he's worth 30 USD. He's taller than Vader by almost two inches, and he lacks a lot of the bizarre proportional issues that Vader had while still including a custom torso build, tons of recolors, and solid poseability. He's not terrible by any mean; probably somewhere near the 70th percentile of all SWC sets thus far, if 100th represents the best.
We'll see what we can do once that, y'know, stops being physically impossible.
EDIT: No idea what the heck is wrong with the boards and their image encoding...
EDIT 2: Image embed removed, now linked directly to my hosted copy.
EDIT 3: Check out these eBay listings, including 75530 Chewbacca for 23 USD, including shipping. They're auctions, but one of us would probably win. Also, I tracked down thie awesome promotional spot that includes the new figures.
By the way, TLG did some really, really weird, uncanny promotion here.