It is perfectly logical what they are doing, they are waiting to get their product out for the first round of sales at a higher price. After they are released other companies will make copies of the kit for a cheaper price. So they will earn premium on the first round of sales only, price will quickly drop. This is a business, not a charity.
For less then 10 bucks it is definitely worth it for me to buy it and not go out and get the parts and make the kit myself. It would take me at least 30 minutes to go to the hardware store, find the parts, check them out, and bring them home. My 30 minutes is worth much more than 10 dollars...I am already on the computer at work, might as well order it, have it delivered, and not waste my time finding thin copper sheets, small heatsinks, or whatever it is. I'm also the guy that buys my parts for the cheapest possible, as a combination of time and money. Hence why I buy my HDMI cables online like another poster said, and will probably buy this kit.
And anybody that gets pissed off because this doesn't fix their problem, is an idiot, plain and simple. Xecuter themselves said it will not fix all consoles with the RRoD problem. They also said it fixed MOST of they xboxes they tried it on, not all.
peace