I think the price is almost a moot point at the moment. Current price works out to be £90. Thats the most expensive it'll ever be... As with all these things, the more people who use it, the cheaper it becomes.
People are willing to spend £700+ on frames when a perfectly useable new one can be had for £300, people will buy titanium freewheels for very little weight saving, etc. I don't see how spending £90 for a trouble free rim is extortionate like y'all are saying.
Having said that, I understand some people are bashers and destroy rims, fair one this isn't for you. I have also never tried it but going on what matey says it seems legit.