Although their pricing is a bit high I feel there is clear trend supporting higher price for convenience.

This is the same trail that Stripe blazed. For a little bit of work I could get my own merchant account setup with much lower processing rates but the ease of integration and time savings is worth the cost.

I don't see Lob being that useful for people already doing printing. But I do see it offering a simplicity that will enable a whole new set of business to use printing in creative ways (ours included). Again, somewhat similar to Stripe.