Sometimes I also wonder about actual versus real value. But let’s talk about value: I never purchase kits; I always craft recipes on my own, or spend time tweaking other recipes before I do them. Yet I found added value in the $20 kits, beyond the price. My LHBS is anything but local--two counties away, and due to my work, I can only get there on Saturdays. I love my LHBS, I support them, and I actively encourage others to do the same. But the convenience of having these things ready to go at my doorstep seemed like an appealing change of pace. Less planning, less driving. What if I forget something? Aaaaaaaaaaaargh! (It’s happened before, in the middle of a brew session). Instead, I'm looking forward to crushing, mashing in and boom! Wort ready to go earlier in the day on the weekend. If this works out well, they may have earned a new customer…but the flavor has to be there. I’m expecting a step above mass produced beer, but don’t expect to hit the same mark as with my own recipes.
I don’t fault AHS for wanting to keep critical elements of the recipes proprietary. If NB is open source and that works, good for them. It is an Apple versus Linux approach; both are valid models. Just remember, in some instances, knowledge is not power, but money. If you want a recipe, craft it yourself from scratch or do the research on someone else's, and tweak it to make it 'yer own. That’s what I usually do, one way or another. And that isn't what a kit is all about, IMHO.
Best,
MMJ