Before y'all come down too hard on them, they were making masks pre-coof as well. One type for running in sub-freezing weather that helped heat and humidify the air coming into your lungs, the other was a restrictive-type used to simulate high-altitude training. This looks like a modification of the first one (without the neoprene).

I can't necessarily fault NB for making a buck off the sheeple. Maybe they'll learn being stupid has consequences and hurts sometimes, even if it just hurts the wallet.