Not everybody that burns wood does it for the heat. It probably isnt aimed at the hardcore wood burner.
Seems like it is aimed at the guy trying to transition to pellets cheaply. Maybe even someone wanting a fire without the mess of firewood.
JMHO - One way or the other , at $100+ I think they are getting more for the basket than it is reasonably worth.
1/2 hour to make a layout and a half hour with a few clamps, a hammer, welding table, and material and presto I saved $100 in an hour.
No mess fireplace/box, somebody will make some money.