People thinking this is a joke or laughing at this don't seem to remember when Apple released what was essentially a sock for your ipod video. or how about the $1000 monitor stand? or the wheels for your Powermac that cost hundreds of dollars.
This is Apple folks. If they can find a way to nickle and dime their gullible cultish user base they will do it. They've been doing it since...well since the company was founded.