There are no stickers, everything is printed. More minifigs would have been nice, but it matches the Blacksmith, which has a similar piece count and costs $180. I agree that the nostalgia factor is smaller because vikings only existed for 2.5 years and it's a bit early for kids of 2004-2007 to come out of their dark ages. However, I could see this getting MOCed a fair bit -- some small tweaks and you could put pirates or knights in there.
I don't recall such high-priced sets to show up for BF/CM at Target. Best I recall for the Burrow is 20% off and not at EOL.