They don't really target the bike market but they do sell a high grade chain type
suitable for bikes, you just have to buy 10 or 100 foot boxes of it.
I think they call it 'Blue-Box' chain. Easy to tell as it's twice the price of standard stuff.
Their best grade is 'Synergy' which meets or exceeds all the standards, same deal with
buying it though.
The expensive product you're referring to would be Synergy chain, this product was developed only 20 years ago & has never been approved for use on motorcycles. Although the chain looks identical to the standard chain, it's sold in silver packaging & spring link are coloured silver.
Incidentally, this is the chain spec that the British Cycling chains are based on that has resulted in domination of the last few games.
The standard Renold chain referred to as "Blue Box" is the very same chain that Velocette buy from Renold, they cut to length & pack in the rectangular motorcycle chain boxes you all see. This chain is essentially the same spec as was always fitted to our classics long before ISO 10190 was developed & therefore is a genuine replacement for what was fitted as OEM.
At present, I don't even know what costs are going to be on the shop offerings but I understand the competition product costs have been taken into account for these new chains. As soon as stock is on the shelves, the online shop will go live no long after.