That seems pretty cool but a steep price. Basically $120 for an electric hydrometer.
No argument that it's not cheap, but for someone like me who hates taking frequent samples losing around .3-.5 gallons each batch and manually tracking the temperature it's worth a chunk of my spending funds. For those willing to spend the money, compared to BrewNanny ($250 and not even available after 2ish years) or the BeerBug ($200) it's significantly cheaper and doesn't need fitted in the airlock. Those are two major plusses in my mind.