It's just a repeater chip[set]. For something that competes with USB it's a pretty bad price. You can get pretty powerful CPUs for half that or less.
I have fixed my post to not imply it's only a single chip. It being multiple important chips should cause the opposite of amazement. It means that the product wasn't important enough to get a dedicated chip, which is probably the main reason it costs $29 instead of also being $9.
https://forums.macrumors.com/threads/apple-thunderbolt-to-fi...