I don't know what the MSRP on the bonus items would be, but ten figures at MSRP would be 129.90. For that $25.10 over MSRP, you get a sticker, a wrist band, a bag, a shirt and three pieces of advertising.
In addition, you lose out on any kind of in-store promotions, picking out individual figures you want (if you don't plan on getting them all), checking the paint jobs on the figures and the condition of the packages you get (if you're that hard core), and you don't get the figures at launch, being forced to wait several weeks before getting them all (even if you pay for them all at once).
Depending on one's take on the included bonus items, it may not be "more than retail", but, simply, it's a bad deal.
*fake edit* - thought I had posted this before I left this morning, but apparently, I didn't. Anywhoo - stopped by TRU today to pre-order the set (since they're doing 3 for $30 at launch) - and realized there are 12 in the full set - this deal doesn't even get you a set? Weird.