Yes, this is one of those things that you don't really measure based purely on math. Yes, at $35 each that does mean the entire plate would be hugely expensive, but the point of this is to bring an otherwise unaffordable (to many) and VERY rare collectible item down to a reasonable and attainable level.
I think that $35 (basically on par with many mundane collectible items) is a fair price for something that only a few dozen people in the entire world will be able to own. In that sense, it's a steal, really. How many of you own decks that cost more than $35 and were made in the thousands?
A full plate needs to be expensive. Those are a composite whole, and excruciatingly rare. Because these individual cards are a component of that rarity, you really can't just run the basic math and make them $10. That cheapens the entire concept and dilutes the rarity and pride of ownership, IMO.
And I guarantee you will see this again from somebody. It's just too good of a way to get a truly rare item that reflects the very essence of the cards we all love to play with. We talk about rarity all the time in relation to cards, but even the rarest things we generally see are in the hundreds of items or more. This stuff is a whole new animal, I think.
At any rate, they are super cool.
Here are the details on the availability in the Encarded store.
http://encarded.com/index.php?id=24