Ten games is actually fairly generous. A lot of older chips required the user to manually have to flash a new game each time. In this case, the price point may be high, but overall you're actually saving money. Assuming USD gaming prices, at $39.99 a pop, and multiplied by ten, you're paying near $400 USD. This chip costs around $90, so you're technically only paying about $9 per game. This chip breaks new ground because it gives people who updated their console an opportunity to explore the 3DS and what it has to offer - I know plenty of people who would love this, and the fact that its extremely easy to use makes for a decent competition if you're not able to use Gateway.
The honest truth is that a LOT of people are spoiled from the R4 era of flash chips - chips that held hundreds of games for a couple of bucks. The first generations of DS chips cost well within three figures and couldn't do half of what the chips today are capable of.