yes exactly, this is what it is. but..reason why they will sold something is this statement: "Buy digital goods with the constant stream of bitcoin mined by a 21 Bitcoin Chip"

it sounds so cool, imagine..you will order some small box and it will comes with wallet, node (you are helping network, wow) and MINER. and all this with geeky feeling of command line for 400USD. this device is not for bitcoiners but for wannabe geeks and kids. I really can't consider it as serious product.