The inventor and original owner of the company didn't get it either, AFAIK. He resisted a lot of things that makes aeropress more expensive just for the sake of it. Well he had to cash out sooner or later and this became of it.
Now I might be talking out of my ass, based on half unremembered internet tales.
But here's my own opinion on this: premium aeropress is just for people to showboat they have money.
I would instead pay for big aeropress though. Makes it easier to share coffee.
I couldn't hear it in the video, but imagine if you're working with this every day, and hearing the scraping sound and feeling it through your fingers.
I think a big part of the Aeropress's appeal is how satisfying it is in both tactile and audio senses.
When you twist tight the cap on a AP classic, it feels satisfyingly tight, and you instinctively know that it's sealed.
Which reminds me that James briefly commented on how hot the metal cap was after brewing.