That looks identical to the same El Cheapo set sold at many outlets, Harbor Freight for one. I bought mine for $20.00 from an online vendor and am now selling them off at $10.00 each.
That said, they were decent performers.
I agree with Frank. Those are about twice the price of the high speed steel set Harbor Freight sells, and being HSS, I suspect the HF tools hold an edge longer than these carbon steel ones do.
But Rennie, you still get a for trying to help the turners out.
(And it's if you're secretly shopping for yourself.)
From the looks of the website, it looks like they don't have the $70 set listed anymore. Just glancing at the more expensive set back when they did have it listed, it looked just the same as the $45 set except it had stained red handles. I'm guessing they didn't sell many of them, especially if the $45 set was sitting on the shelf next to them.