They already have things on the market that work pretty well. Slumber Parties, for example, has a line of creams that are incredibly... effective.
I don't understand what the difference is. Or why you should spend more on a product that does the same thing. I'm assuming this will be more expensive than $11, anyway - might I add that $11 has covered me *blush* for almost six months? But then I don't use it _that_ often...