mandarines:
Yes, the price difference is in the packaging. Personally, I think this year's holiday packaging looks cheap and cheesy, but I know lots of people who think it's adorable, so that's personal preference.
The regular priced brushes are higher quality. The handles are made of better wood material, and the brush heads and mantled and shaped by hand. They also have longer handles. The ones that come in gift sets are by machine. Many people find that the regular brushes are longer lasting and have better results. BUT, to get all those in the set at regular prices is very expensive. And for the price of the set, those brushes are still very decent, certainly better than drugstore brushes and even those from many department store counters. It's a great beginner set.
So I would say if you already have two or more similar brushes, get the regular ones, but if you don't have any thing like the brushes in the set, get the set. You can always build around the set later.
Act fast, because many places are already sold out.