The ceramic coating helps trap heat inside the pipes rather than radiating it towards the other components in the area like the engine/transmission/intake.
There are other advantages but trapping heat is the biggest on these cars, especially with the high oil temps.
The current price on the website represents the pre-order price.
Here's some testing info on the ceramic coating we use:
http://www.cerakotehightemp.com/reso...HeatShield.pdf
http://www.cerakotehightemp.com/reso...TechReport.pdf