They are $112.06 AUD a EV SSL Certificate for the first year. Cheaper yearly pricing available if you order more than one year.
NameCheap - Get The Green Browser Address Bar with a Comodo EV SSL 44% off
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Only real benefit of these is the bigger warranty and the green bar. But you're right, Most people would only need a free one!
They're only really useful if you really want the green bar.
These aren't really worth it IMO when you can get free, automaticaly installed/updated SSL certs with Let's Encrypt. You could argue the ones in this deal are 'more trustworthy' but even in ecommerce nobody is going to notice/care enough for it to be worth the cost.