it is not $85! it costs nearly $100 which is the cost of the plate which is the place holder ($89.59) plus the cost of letters which are sold separately ($10.59)

not to mention that a much better and older version of this already exists and it is called CryptoSteel https://bitcointalk.org/index.php?topic=977486.0

and as the cherry on top the char set they are selling contains 3 sets of each character. so if your private key contains more than 3 repetitions of a certain character you will have to pay another $10.59 for a new set to just have that extra letter!
example (private key = 2):
5HpHagT65TZzG1PH3CSu63k8DbpvD8s5ip4nEB3kEsreAvUcVfH
has 4 capital letter 'H'