I like the design - the head reminds me of Tiga while the body's cybernetic feels reminds me of good ol' Gridman.
Looks like we're getting cybernetic version of classic monsters such Cyber Gomora, Cyber Bemstar and Cyber Eleking. Ultraman X in Gomora armour just screams War Greymon to me, wonder if Bandai did that purposely if the henshin device is supposely called Xdevicer. XDD
Since Bandai own the other half of Tsuburaya (after FIELDS Corp - the majority shareholder) , and seemed to be the more active partner, it's not much wonder if they are still continuing the successful trend of selling more toys and toys since that is the strategy that helped Tsuburaya inc broke free from it's previous state of insolvency.