Nova's summed it up perfectly.
Their character choices lack common sense in regard to their franchises and character popularity/main character knowledge.
Watchmen is proof of this, but Thor and Sucker Punch, as Nova said, are also perfect examples.
Silk Spectre would have sold more released after a Rorschach and a Nite Owl. Rorschach was the money character. It's not hard math. It's obvious. HT screwed up. With Rorschach, comes Nite Owl as they were partners, and Silk Spectre would fit in many a collection next to those three (due to the prison sequences). Making Rorshach and Nite Owl may have gotten the Watchmen line to the end of the main characters, or would have at least gotten it through 3-4 releases instead of 2.
I like Silk Spectre. But I know she's not as popular as the others (Rorschach, Nite Owl, The Comedian). She shouldn't have been released first.
With Thor, I knew people who were passing on Odin because they were wanting a Thor version of Loki. I myself didn't buy Odin because I was waiting on Loki.
With Sucker Punch, Sweet Pea was the second most important character, and Babydoll and Sweet Pea makes sense on a display shelf in a way that Babydoll and Amber do not - unless they make the whole team.
None of this stuff is hard to figure out, yet HT makes it out to be mission impossible.
Now, if they actually make First Class figures, and start with Xavier, you'll have people wanting to wait to make sure they get a Magneto. And I would be pretty surprised if more than two figures come out. So let's see if they're smart enough to reveal Xavier and Magneto at the same time. Magneto is the obvious Rorschach of that line.