It looks great but there's a couple problems I have with it, from a new player point of view:
-Cost. For us 'veteran' 40k players, that $150 is a hell of a good deal but for someone looking to start a game they may or may not like, that would be one hell of a gamble.
-Putting the models together. This isn't the simple ''snap tight' models from the older editions other than 3rd edition which was normal models. That extra work could be a paint in the butt for new players.
-Eldar. Don't get me wrong, Eldar are awesome, I have a army of Eldar myself but I have a feeling that some people would not like to play the Eldar because they are elves.
How to fix those problems:
-have a less expensive starter set. Less stuff but it cost less. Thus people might want to buy it because it costs less. Have something like the old assault on black reach of even something like Guard vs Tau. Make the simple starter kit with snap tight models. Basic rules too. Then have a 'upgrade' box. Same army as the mini set but more rules, more stuff, more awesomeness. It will cost more but it's a good upgrade for people who liked the simple starter kit.