I agree, it is a bit pricey for what it does ($19 seems more appropriate), but it does have a very nice interface, which allows you to do some quick effects to an image (like giving it rounded corners, reflection, frame, all with a bunch of options). Nothing you couldn't do with Photoshop as well, but much quicker and more streamlined.

Maybe not for everyone, but it certainly is a nice piece of software. And now please go and cut the price in half.