It is, because they're doing it specifically for the 3.75" super articulated Vintage Collection figures, which is a collector focused line. At about $13 for a figure a fraction of the size with equally minimal accessories, face painting tech should be a matter of course for them as well.
I collect 3.75" Star Wars so it is a welcome addition, especially for what the figures cost now. They said it wasn't easy to get the process down on the 3.75" figures, and I give them the benefit of the doubt on that.
As far as I am aware, they are not doing it for the value/kid oriented 5 points of articulation figures of the standard line.