There's about a half dozen threads discussing this on here. Back in april it was one of those news stories that got a bunch of threads about.
Basically the cost of beer in NZ is so high that this is actually a long term cost effective way of dealing with it for folks who want beer. From what I gleaned in the other thread, for the audience that this is aimed for, it's not about the dedicated hobbyist like we are, who are approaching it like an art or a science (or both) with the goal of making great beer.
For most of the folks who pay for that, they want to make beer quick and easily. They don't want to deal with all the stuff that we think adds more fun to the hobby, like diy, or adding hops or standing around a kettle drinking beer with other brewers while mashing in. They basically want to dump in their ingredients, push a button, and have beer, that will be cheaper than what they can get commercially. And may or may not tastes as good.
KAl of the electricbrewery, does a great breakdown about it in terms of NZ brewing culture here.