These do seem rebranded so for those who have a problem with Apple doing this, if you are logical, it has to be a price issue. If so, then here are some comparisons as of 8/12/10:
Apple 6 AA and two holder battery charger - $30 (I'm rounding all numbers)
From Amazon:
4 pack Eneloops - $10, no charger
8 pack - $20, no charger
4 pack with 4 charger -$21
2 pack with 2 holder USB charger - $13
From B&H:
4 pack Eneloops - $10, no charger
8 pack - $20, no charger
4 pack with 4 charger -$18
2 pack with 2 holder USB charger - $13
If you break it down, the price from Amazon and B&H comes out to about $2.5 per battery. The chargers run about $8-10.
Compare that to Apple: 6 x $2.5 = $15 + $10 for charger and you are at $25.
If you do some more research, you will find the one complaint most people have with Eneloops are the chargers. I found Eneloop fanboys prefer other "higher end" chargers which can run $40+. These often charge 8 or more batteries so not a fair comparison there either. But if we look at it, Apple charging $13-15 dollars for their custom 2 pack charger, considering the whole vampire thing, is not a price gouge.
Can you get cheaper deals, sure. Are you being gouged if you buy the Apple ones - no. No SJ reality distortion field on this, pure facts. You are getting some good rebranded (most likely) eneloop batteries and a slightly better charger and no one holding a gun to your head to buy Apple. As for me, I just hate the earth and am going to buy an starter kit from B&H for $32. Includes 8AA, 4AAA plus some C and D convertor holders and a standard 4 pack charger. Sure, I'm drawing more vampire voltage but this is the best price and I don't like the planet anyway.