Only worth it If you get them to match the raised lettering already on the tire. Their example looks dumb.. a Falken tire with a yokohama logo lol. I saw a Suburban today with an AMG sticker on it.. lol
Actually $100 seems like a rip, considering that those WILL fade, just like whitewall on a standard tire. And consider that is just a thin strip or white; how long will it last.. for the price of 1 wheel you can buy materials to paint all of your tires the first time, and have enough left over for 2 or 3 touch ups. A properly painted tire will last long, last through automatic touchless car washes, rain storms etc and will generally only wipe off from physical abrasions.