Today (technically, yesterday) is (was) 'Warhammer Day' a somewhat abitary celebration of the Warhammer hobby, a few things were available exclusively today, one of which was this 'DIY' funko pop. It's essentially the Ultramarines one, but just painted flat gray. With the idea being you can paint it yourself.
I'm really quite happy with how the model came out. I'm not totally convinced you couldn't get the same effect by painting over the far more commonly available Ultramarines Funko. So obviously the die hards are going to keep the super limited gray one in the packet forever. But I am a Warhammer Fan, not a Funko Fan. So I painted mine you are supposed to.
I do now own three Funko Pops, as in addition to this one I received the Blood Angel space marine one as a gift, I also have a Ron Swanson Funko pop. Because I hate government and drink Islay whisky, I suppose.