It's not overpriced . . .
Several people have said RoadID is over priced, but I disagree. It's not just a dog tag. The company also runs a web server and a telephone bank so first responders can get your detailed medical and emergency contact info instantly. The web is interactive so you can update your information as often as it might change. All these features come at a price.
If you've got medical conditions -- bleeding disorder, drug allergies, etc. -- name, rank and serial number just isn't enough.
I keep mine on the bike when I'm not riding, as a reminder to wear it. I wouldn't dream of riding these dangerous North Georgia roads without it.