Yeah, the thing is: I like MTG and D&D and tons of other games and I'm the exact market for gaming-based figures, but most gamers are spending too much money on their games to buy figures! And yeah, to an extent, gamers have been taught to buy figures, but they're not going to give up those extremely practical little miniatures to mess around with giant figures. Damien's deeply right in that everything about this that triggered a "Well, that might be neat" reaction from me is from the figure collector part of me, not the gamer part of me.
Meanwhile the gamer part of me pretty immediately thought this: "The figures-in-game idea is cute, but the logistics of stopping play so you can change your maps to put a bigger map on the table and then populating that with giant figures that require posing and remaining steady enough to stand while everyone is rolling dice and checking their books for rules clarifications and everything, that all sounds like a huge pain to implement for real."
And then the figure collector part of me had a realization: "If you're the exact right person for this who's halfway between a figure collector and a gamer, you're absolutely the DM here and making your friends play your copy that you bought for the figures, since there's about no chance in hell that any friend group in the world has 2 people who bought into this KS independently of each other, and the last thing you want is them getting their grubby, Cheeto-dusted hands all over your Mythic Legions figures."