Definitely not purely decorative. I've been out in Moab using the Jeep set all week. They've definitely saved the body from a few rocks.
The $800 pricetag might seem high, but for steel flares on the market, its pretty competetive.
Have any photos?
I think he is saying "purely decorative" in the sense that they lack significant structural support. You've got it tied into what I'm presuming to be three mount locations (only two shown in the photo) on the fender which in itself isn't a very strong mounting point, with what I am guessing are sheetmetal screws? Yes that may take some load if you rub up against the flare or put some of the FJs weight on it, but your also going to be bending the sheetmetal around the mounting points.
I think you did the best that you could to create a product that met with what a lot of people were asking for without having to customize a solution for every FJ. Definitely like that you've at least braced the tube to fender mounting points. Not a bad overall considering what the limitations are to hit a large market.
An optimal solution would be something that tied into the bumper and slider and then was gusseted to the fender attachment point. Could take quite a bit more load than these flares, but then again you basically have to come up with a custom setup for each bumper flare combo. Obviously, one off productions aren't your target market.