For people willing to build their own rigs, having a pre-built (and overpriced) system with what may be viewed as an (IMHO) ugly case/keyboard/mouse is a big turn off.
You're not alone in this assessment. The keyboard is just horrible:
It looks like the cheapest and flimsiest 50 cent chinese keyboard you can find, with plastic stickers/decals to re-brand it amiga.
Eow.
Oh and the price? 24€ / 27 USD / £20. Wo-ah, that's a nice markup for such a cheapo keyboard.