I'm guessing the target market is folks who need a small chainsaw for pruning but are terrified of the conventional design with its exposed, unguarded blade. For about the same amount of money, Harbor Freight will sell you a cordless, 10 inch chainsaw of conventional design...

https://www.harborfreight.com/lawn-g...nly-64940.html

I suspect the conventional design would be much more utilitarian. (Although, I wouldn't lend it to many of my neighbors, the ones who can't figure out what hammer to use to drive screws into wood.)