In a world where Juicero raised $120m, selling overengineered solutions for simple problems is not necessarily a bad idea.
The problem isn't selling (there's plenty of dubious or badly-priced products being around), it's that someone thought buying said product was a good idea.
I was thinking the same. It sound like this could be done on a private virtual server for less than $100/month.
It's far from big data even if they grow 10x in the next year, but if you are unfamiliar with database migrations and branches I can see the appeal of the product.