Didn't notice the fancy specs. Still expensive (everything else in that category IS, mind you, but that doesn't make it not expensive). That being said, with current pricing for that kind of card, yeah, that price is a 'good' deal.
Not sure why they'd say that. x10/U1/V10 is rated at 10MB/s while U3/V30 is rated for 30MB/s. This pretty much explains the speeds and this nice little graphic comes from it.