What's the target market for this? I would guess it's the relatively small number of high earning enough to justify the expense Mexicans and Central Americans who are really into fresh tortillas but not enough to make them regularly? It seems nuts to me, but my Indian coworker preordered a Rotimatic, which is a similar idea, though it costs more and you add your own ingredients.
Flatbreads are a relatively inefficient way to produce carbohydrates compared to rice, pasta or the yeast leavened breads Europeans tend to eat, and an appliance like this might free up a lot of time for a person who made them for their family. My Indian coworker's MIL spent a couple hours a day making rotis for her entire extended family.
Aside from the consumable pod issue, I don't find it all that odd to spend that kind of money on a frequently used machine. I have quite a lot of money sunk into the tools for making the foods I eat. Two stand mixers, a food processor, a pressure cooker, springerle pin, an entire cupboard of baking pans of various sizes, a cookie press, more hand tools than I can count...