due to the fact that many of the keyboards I buy come with a pretty good plastic keycap puller, I am surprised anyone is willing to spend $8.28 to buy this.
bsdlpPlastic keypullers "work". The issue with them, is that they are harder to use "safely" (wiggling the keypuller from side to side, with a slight pull upwards), and they often scratch the sides of said keycaps. They also have a more difficult time, removing keys that are in more restrictive cases (specifically removing the Escape key).
In the case of this keypuller, it simply looks awesome, it has some weight to it, and works to the same standard as any other good wire keypuller. While it is a luxury item, in this sense, using those included plastic keypullers, really isn't a marketing ploy. They really are not good to use on your keycaps.