I'm sure I paid more than this for BMW Assist in my car (I think like $100-$300, can't remember). I was in an accident a couple years ago; it wasn't a terrible accident, but if it had been, the service it provided would have been well worth the price tag (notifying all the right people, making sure I'm okay, tracking my location for me, etc). If the functionality is similar, this is easily worth the $65 price tag on that alone. If I'm a parent with a first-time driver, you can bet I'd pick one up for my kid.
I have OnStar for similar reasons -- primarily as a safety device -- however it retains three rather large benefits-
1) OnStar is a hardened part of the vehicle, built specifically to endure a high speed collision. Someone's smartphone in the center console would likely be ejected or demolished by the same.
2) The two way voice phase before initiating emergency services gives comfort that there aren't false emergency calls that can get you in legal or financial troubles.
3) Via the antenna on the car (raised, on the outside of the vehicle, large), I can confidently say that OnStar has given me connectivity in many cases where my smartphone has none.
I'm not trying to be an ad for OnStar, but based upon those facts I can't make the economic decision that this is a replacement for that. For someone who doesn't have OnStar as an option this would likely be fine, but just thought it was worth mentioning that.
