With AT&T Femtocell, Your Coverage Troubles Could Be Over

Interesting purpose of this device. It is meant to be placed at home in order to 'boost' 3G signal from AT&T, and it costs only $150.

It connects to existing broadband cable and beams out a signal at 40 feet range.. Isn't that what wireless routers do? Don't iPhones already have Wi-Fi capability? Why make your customers spend extra $150 when you can simply tell them to install Wi-Fi for much less than that? (Is Wi-Fi that difficult to install or am I missing something?)