It is well-suited to folks who know they will keep a domain for a long time and don't want to stress about the renewal. The details terms of service are described here.
The Resilient domain is a Forever domain that also integrates BitMitigate. That is actually a more exciting product and described here:
We are working with a number of registries to introduce Forever pricing at the registry level. In the meantime, a Forever registration would require the domain to be at Epik.
The forever registration can be transferred between users at Epik.
For a retail end-user, it is not high. It is peace of mind forever and a time savings for someone who probably rarely logs into a registrar website and would skip it if they could.
Do you use auto-pay for utilities? I bet you do. If you miss a payment, what happens? They bill you again? If you forget to renew your domain, what happens? You lose your domain. Big difference.
Keep in mind that at $399, we can afford to pay out a 20% affiliate fee. Anyone who sells a .COM to an end-user, should be upselling the Forever registration and banking the $80 spiff.