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http://www.games-workshop.com/gws/catalog/productDetail.jsp?prodId=prod1460127a

Is it supposed to be another Balrog or something? I think it looks really bad.

can't tell, bad link. But I assume you are talking about the Gulavhar, the Terror of Arnor?

No, the "Dweller in the Dark"!
http://www.games-workshop.com/gws/catalog/productDetail.jsp?prodId=prod1460127a

That would be a GWism (so far as I'm concerned at least, others may try and make an argument for it). It's unfortunate because LotR has mostly been able to escape some of the worst parts of GWing things. Though if the Hobbit pt. 1 is anything to go by, stats creep is along in full force. That said, it's sorta been happening for a while, just ask Rohan, or look at regular Gondor compared to some of the Fiefdoms guys.

Edited for grammar.

Tis be a daemon or lesser Balrog it seems. I own three of the "normal" Balrogs and this thing seems somewhat smaler actually