Exactly (I can't believe I'm agreeing with you), for guys who are heavily into modding, once the software comes out, this thing will be a godsend. For most of us, too much money for too little gain. As I pointed out before, the map for use with an intake gains as much as the intake alone (eyeballs), but has significant "drivability" improvements. For $700 with minimal power gain (the top end extension into higher rpms is the best power improvement on this map) those better be amazing drivability improvements.
I've got their rear sway bar, and will be getting their springs eventually, but this one I'm staying away from.