It's obviously aimed at people who already own an iPad. You probably aren't going to buy an iPad AND buy the Crux at the same time. You have an iPad, you like the mobility, the touchscreen, apps, w/e. But there are times / days where you need more from it, such as a keyboard for days you have class, or times when you need to mass-respond to work emails, whatever the reason.
That being said, it's actually a very nice product. Since it's for the iPad, it's already marketed towards people with ample disposable income. This isn't really a product for the budget-conscious out there. The product looks well thought out, it's got a slick design, the movie stand was a nice touch. If I were someone who owned an iPad, I would probably invest in this as well.
I don't see any reason to knock it. The Crux allows you to have both a tablet AND a netbook, whereas if you bought a netbook, you'd just have a netbook. And be honest with yourselves, "full-featured netbook" is an oxymoron.