Yer, that basic price is your own branded app. The premium is purely for large corporate purposes where tracking is essential.
Overall, it is cheaper than Forumrunner, who charge hundreds, yet is annual. Tapatalk is a one time fee pretty much... with you only requiring to pay minor costs for upgrades if you update software that breaks the apps coding.
Overall, the basic is cheaper than Forumrunner over the long-term IMHO.
I agree though... with XF bringing out their own mobile style as part of the software, this will really render these things useless to a good degree, because you don't need a custom app to view a site on a phone, you just need a good mobile style that is intuitive.