You can't really customize it, its basically a $500 fee to 'rent' the finished app for one time use. You are stuck with the format, you just have to enter all your data in.

The $10k+ is what an existing software house would charge you to write one using a framework they already have. A complete start from scratch could be 3 to 4 times that.
Of course you can get it done much cheaper in Russia, India or Eastern Europe

Seen this?
http://www.pokerchipdesigntool.com/