From their post:
I've got some great shots of our new Villain. We wanted some muscle for our Super Villain figure, so we thought about who you would have to go through to get to the master mind. Someone with a lot of muscle seemed like a great answer, so Soapy gave us a lot of muscle.
I picked these three heads to give a lot of variety. There is a set of Ram horns, a hockey mask, and a freakish head for a slightly ghoulish look. These should offer you chance to represent different power levels with the same guy. I personally can't wait to paint a few of them up in different colors to see how that changes the look and feel of the figure.