It's very clever but what a rip-off! £25!?!?!?
For £15 I bought one of these:
While not as pretty, it's a far superior product.
When you buy a charger, it's quite pointless to talk about the price unless someone qualified has opened it and looked at the parts inside. Chargers range from 100% safe to absolute death traps.
Cables are quite harmless in comparison; they either work or they don't, but they won't kill you if the charger is Ok.
Open up any Apple charger and compare it with a no-name version bought on the street for a lot less money.
Apple chargers are well-designed and safe. They also bear the logos of worldwide safety standards organizations.
Unfortunately, cheap chargers can bear the exact same logos. Except they never bothered to undergo the necessary testing and just print those logos anyway :-(