From what I remember reading on a Reddit thread about this cloth when it launched... Apparently, it is the same material that
Apple uses for cleaning cloth shipped with their high end displays. They have special coatings and shit. And Apple suggests the owners to use only that cloth for cleaning dust from their expensive displays. So, this is actually not a bad deal for the owners of these displays.
Sure, you can buy high quality microfiber cloth from other companies, but it is good to know that you are getting something directly from Apple.
Basically, this is probably a bit too much for Apple
iPhone/
iPad/
MacBook users. But it is defintely a good deal for owners of their 5K dollar displays.