More like $1.60 for a pro mini, $0.70 for an NRF24L01, and some amount for a sensor of choice. So $2.30+sensor = cheaper, for sure. That might not make too much of a difference for one device, but most certainly for 10 or more. Not to mention the fact that that one $2.30 may be hooked up to multiple sensors, again saving you lots, both in cost as well as space and maintenance.
A coincell might be ambitious, but it also depends on the interval at which you read your sensor. Once a day VS once an hour make a big difference. Running several sensors on double A batteries is very much doable though, for prolonged periods of times. Again, this is dependent of the interval, but a year should be possible.
As far as that learning curve goes, there's another community quite actively involved in making sensor networks out of these things. You can find them over at mysensors.org.
They've [mysensors] got about 24 sensors, with guides and example code, for much less of the prices Tarts offers. Also, since you're building it yourself, it's fully customizable, you're in full control, and you decide what to spend money on. 10 sensors on one node? Sure, that's $2.30 + your sensors, as opposed to 10*sensor. Depending on where you get them, that alone should easily save you over a hindered bucks, if not more.
Personally I think price. Let's say I wanted to read temperature/humidity at a single spot. Say we use photons on the receiving end for both at $19.
With Tarts, I'd have to place two sensors, $25 and $40 next to each other, and a base station ($30) to receive it somewhere. That's about $95.
Doing this with the NRFs, this would need a pro mini ($1.60), two Radios (2*$0.70) and a sensor. Lets take the DHT22 since it combines both Temperature and humidity. They can be had for around $3. That comes down to $6 total. Admitting that the DHT22 isn't the most accurate, let's say we use a fancier sensor at $12, which would get us to $15 total.
That would still get me 6 DIY sensors for the same price, or less. Depending on what you want to measure, and how many sensors you need at every location, this can add up extremely quickly. So the versatility, as well as the cost would make the DIY solution much more attractive to me. The sensors/code/hardware used are well understood, and very much supported, whereas I find that doubtful with the Tarts devices.
Just my two cents 