That's interesting. I'm not sure who this is for, well now that I think about it. I get the feeling this is how Weber plans to compete with all the cheap knock off kettles that sell for 50 - 70 bucks. Weber is basically saying hey want to spend under 100 for a kettle, buy this! Get's them hooked on the amazing Weber products. It's like a gateway kettle.
I know when I got into charcoal cooking, I went with a cheap knock off to start. I wasn't sure if I'd stick with charcoal, and I wasn't sure at the time what spending almost 3x the price would get me. I knew Weber was a great brand but not much else at the time. After a season or two with the knock off I knew, and understood why the Weber was 3x the price and worth every cent. I imagine its a hard sell to people just getting into things though. This becomes the perfect counter offer, I'd imagine sales clerks would have a much easier time talking someone into this, than a OTG or even a OTS.
Its a really smart move by Weber, and I hope it pays off for them. Now bring some accessories and things over for those of us who already love you!