DUMANG Mini Mechanical Keyboard with Magnet - Custom Value and Macro is a keyboard which can customize the key values and macros. It contains a baseboard to carry the key modules with magnets which are easy to attach and detach the baseboard.
www.seeedstudio.com
In a way, it is a plain old mechanical keyboard. except each of the keys has an mcu and they are placed on, what is basically, a magnetic breadboard. So you can move the keys around at will. I'm not sure exactly how each key module communicates with the base, which looks USB-wired to the PC. In any event, I think it is cool - maybe not $99 cool, but cool.
Yeah, it definitely has a 'vanity' thing going on, unless you were doing some hard-core number input or needed some extra customizable keys...or wanted to brag about some ergonomics (does anyone do that any more - like those back-breaker chairs that ended getting tossed out by 90% of the folks I knew that got them).