Apple's charging $250 for a $99 SSD plus some software. It's overpriced.
This was before the unibody models, but I'm sure the process will be the same for the new systems. Oh, and the best part of going to an Apple repair shop was that my warranty remained intact. I never had any issues getting the Apple Store to work on my laptop after the hard drive was replaced.
If Apple prevents people from doing this with the new hardware, then this will be a disappointment. I haven't kept up with the specifics of their new laptops--I know that the RAM is soldered in, but I hope the hard drive will be replaceable.
It's called bundling and price discrimination.