It's a popular modification with the Subaru crowd, except the Subaru guys have cheaper options.
Fiat obviously didn't see it a worthwhile benefit to include it as a standard feature for this engine, or it would come with one from the factory. That may have been due to cost, or the possibility of it shifting and interfering with other components like a wastegate actuator.
I won't comment much on pricing since I know how small vendors operate in niche markets, but I will say that this should have some pretty significant benefits in reducing under-hood temps, which should lower intake temps and reduce heat soak. Heat soak can become a real issue if you're driving this in stop and go traffic, especially if A/C is on.
For the purpose of improving the longevity of surrounding components, it is a wise investment. All petroleum products (plastics, rubbers) degrade over time when exposed to heat, as it accelerates the oxidation process.