I thought I had heard of all the strange marketing strategies I could ever imagine with Wizards of the Coast and their latest D&D products. But I see that man is indeed an animal that trips twice on the same stone.
I guess FFG has made some research on what kind of people would buy this, but I can't see it.
Okay, not sure what exactly you're getting at…
But as far as the notion of "beginner games" go, if FFG can grow the fanbase with something fairly inexpensive (30 bucks for the box set vs. the probably 50+ bucks the hardcover corebook is likely to cost once the added art and fluff pieces are factored in), that comes "ready to play," then I say go for it.
The fact that it provides a starter set of dice (which themselves are likely to cost 10 dollars or more) is an added boost.
Also, it depends on where FFG is able to sell this. If they could manage to get it onto the shelves of a big box store like Walmart or Target, particularly during the Christmas season… well, there's a lot of older gamers that got their start in the hobby off of the old Red Box, and that could be bought at Sears and toy stores quite easily. Then again, even if just in regular gaming stores, the fact that it's Star Wars and is "ready to play" might entice folks to at least check it out, something they might be less willing to do if they needed to drop 60+ dollars on both the corebook and dice.
Admittedly, the 4e Essentials attempt at a Red Box wasn't a huge success (the fact it had very limited replay value didn't help), but with a 32 page adventure booklet, maybe FFG can avoid that particular pitfall. After all, Sterling Hershey was able to put together a solid introductory adventure with only 12 pages, since this is using a bare bones version of the final rules, not as much space is going to be needed discussing the more intricate rules found in the Beta.
Those of us that have already bought the Beta aren't really the target audience for something like this, as we've already "bought in" to FFG's Star Wars line, and I imagine most of us that bought the Beta are going to at the very least by the final version.