If you look on the opening page it says

Check out these cool Hard Rock Cafe casino chips in the great Chipco gallery and buy them soon on HardRock.com. You won't want to cash these chips in... they're collectibles!

So it seems to me they will sell this on their site (not there yet). But it is from the Cafe (according to Chipco's site) although the chip says "hard rock casino".

I agree they are not every attractive compared to a normal release from the HRH, or even the brass ones from a couple of years ago.