tl;dr , can't see why one would buy this over the other safe and cheap alternatives? Does it have any extra features to make it more secure or is it just something to show off?
there are a few features that make the keepkey stick out. You can secure the device with an optional passphrase that's used to encrypt your private keys, the protocol the company uses prevents communication to the computer - thus never exposing your private keys, and the large display and tight, solid housing.
I think you pay for quality with these guys, it comes down to how important is your stash? If you compare how all sorts of physical safes exist in different sizes and costs it really just makes sense to offer a premium hardware wallet for people who want them.