I agree about the excessive cost., but still it's 5 kg of cardboard, and it comes folded and with magnets and other stuff. I won't buy it, but still it's interesting, and offers something that is not on the market: a lightweight and portable table!
I don't understand your points about the 99k$: it doesn't mean that they will make more money than if they asked 20k$: simply they wanted to make sure to have a solid base before proceeding, and otherwise they will just close the project.