This is lovely set, which took me no more than 10 minutes to complete. The minifig's body is really nice, unique to if i'm not mistaken. I think it is competitively priced to, at £ in the U.K. I don't really care what it is in dollars, pathetic currency anyway.

The colour makes sense, and is nice and bright and regonisable, though I think blue lights on top don't really make sense? Amber ones would have been better. I haven't really tested out the winch yet, but it seems sturdy enough. The little cones kept in the side boxes are sweet, and the amount of tools also with the truck is quite a nice feature. I must admit that the stickers really work on this set too.
However, it does look slightly too boxy at the front, the minifg doesn't fit too well into the cabin and it just looks too big on the streets, even though it looks perfectly sized on its own, it doesn't suit other traffic too much, weird that.
Overall, an 8 out of 10 from me!
(Not too sure how to put several images per part in here so I can only include one per comment)
Plus they don't fit(size of file wise) so I am going to put them on brickshelf)
http://www.brickshelf.com/cgi-bin/gallery.cgi?f=416522