That photo not even related to their G1 line yet people are jumping to conclusions already. Not sure what people expected to be honest. They're not trying to compete with the MP line or all the other 3rd party companies out there pushing out figures that are suppose to be as accurate to the original design as possible. If stylized G1 figures aren't your thing, you're not going to like these figures.
It's obviously going to take design elements from the core G1 design with a mix of Ash's artistic take. The transformer covers Ash did is said to be a good starting point to what the figures will be based around as stated by gregory over on their forum.