There are quite a few choices a bit above $100. For those that $50 is a big deal to, then this might be a good choice. But in my opinion, at this price range, really it's a matter of how good of a base system it gives you. After all, filament isn't cheap. The type that need a 3D printer should be capable enough to upgrade their printer a bit over time as well.
I'm not sure if this really looks like a great base tho. It looks pretty chintzy.
But yeah, it works, out of the box, and is cheap.
I think they'd likely do a few minor upgrades, and eventually have to build a whole new one, perhaps reusing the board, but that's probably about it.