Wow! Usually you have to wait until April 1 for this kind of announcement.
I saw a link to the article from another site and read about half of it. I expected it to be expensive, but I was imagining something closer to their $200 center pull brakes. This? Wow. I don't even know what to think.
The most reasonable framing I can come up with is that he did this for himself and decided to offer it for sale at around what it would cost him to make another one.