The confusion results from two different plans:

Plan A: buy the device upfront and own it. Price includes 1 year of network backup service. After the first year, if you want to continue the network backup, it's $49/year ($4/month).

Plan B: don't pay anything upfront for the device and lease it plus the service for $10/month for as long as you like.

Plan A is the only service available directly from the website currently, and we need to clarify the copy on the webpage -- thanks for pointing out to confusion.