Looks like scamware to me. They argue that it costs developer time, but it's just Debian with some custom (and pretty ugly too) themes. I could knock out an Elive clone in a weekend.
While I'm not against distros selling their product, they've usually got some substance to them (eg RHEL has it's clustering and virtualisation tools). This strikes me as a teenager trying to pay his way through uni by reselling free software. Even the website is half arsed and likely cobbled together in a couple of hours (so many grammar errors, bad formatting (center justifying body text just stinks of amateurism) and even outdated code - eg websnapr). And even if those guys did develop original code for that Elive, then I really wouldn't trust it given how woeful their website it.
While on the subject of the website, this bit made me lol: "Elive is a complete operating system for your computer. "
"Complete" is the the bare minimum any operating system needs to be. Honestly, if that's all they can come up with for the opening sentence when describing their distro, then their product offers nothing.
This has actually quite annoyed me - and not because they're charging people to use free software (if people are dumb enough to do that, then that's their prerogative) - it's because the idiot behind Elive has done such a crappy job on his pet project.