Basecamp Breeze. A steaming pile?

Breeze: Private email lists for small groups.

It appears to be
– an alias for a group (free in all mail apps)
– which makes every reply a reply-all (a bad thing)
– the alias is some long-ass unique string instead of your own URL
– you can make it yourself – rather than asking an admin (a plus, though Yahoo and Google Groups are same no?)
– costs $10

This product sounds awful. I just watched the video. They didn’t mention any other stuff about it. Why does it exist?