Lancome Introduces $23 "Le Curler" Eyelash Curler

Before I go off on my little rant here, let me make it clear that I don't have any issues paying a little more for quality products if they are indeed better.  When this popped up on my Facebook stream however, it really brought out my cheap side.  Lancome announced that they just started a 48 hour flash sale offering the ability to be the first to buy and try the new "Le Curler" eyelash curler.  I do like being first so I clicked to have a better look.  In small print on the picture above after you get past the lovely image of the rose petal pressed between the curler you see the price tag.  $23.  Twenty three dollars for an eyelash curler?! Twenty three dollars for a "sale". I've looked and looked at that image trying to see what makes this curler worth $22 more then a basic elf curler but can't for the life of me see any significant difference other then the fact that it reads "Lancome" instead of elf.  I would obviously expect an item from Lancome to cost more then an elf item, but this seems a little excessive to me, even for Lancome, and even if it is indeed superior somehow in performance. A Lancome fan responded by saying that an eyelash curler seems more like a gift with purchase type of item for Lancome, and I agree.  I'm interested in hearing what others think.

4/19/12 Edit to add..
Lancome responded to the many questions on the Facebook wall about cost with this..

Thanks for your question! Le Curler is different thanks to the super gentle, silicone pads. They are designed to make sure that your lashes are protected against breaking and give you a gorgeous, crease-free curl.

I'm still not seeing how that makes it much different then others.  Silicone and similar material pads are not uncommon in lash curlers.