Okay, I know that I have an odd thought process. Thinking about this product, I wondered how the amount he is asking for this "innovation" compares in cost to a Griswold, Wagner, etc... back when they were in production. So on my lunch break I found a website that adjusts for inflation.
long story short -- In 1920 you would have had to pay about $16.00 for a #12 to equal similar dollars today!
(I plugged in 1920 because there was several years of deflation prior to and through the Great Depression)