well, the reason why I would want a bluetooth solution from the factory is if you can integrate the system into your radio/dash, have the mic built into the car somewhere and hidden. To me, that's the only reason to pay a premium to get a system from Mazda.
This looks like another add-on ones, could even bee made by another company. I mean, it says that it's what, 450 installed? That's like $700 USD right? You can easily get a bluetooth kit for like $100 to $200. If it's not going to be integrated (you know, like Acuras, it's part of their voice commands, steering wheel controls, etc.), I don't think it's worth the extra money.
I've installed a couple of these, even hooked it up to the stereo so that it mutes when a call comes in, etc. Works fairly well, and cheap...less than $200 (free labor of course).
The accessory I saw (last page, MCAF 1193/MCAF1196) lists certain phones that its compatible with. They (at least the Motorola ones) are NOT bluetooth enables phones. So... I think this means that it is an adaptor to use your non-bluetooth phone with some sort of factory integrated bluetooth system. You would have to have bought the car with the bluetooth system already installed, and then this accessory would allow your non-bluetooth phone (from the compatible list) to work with it.