If you do some research before putting money into things, all the information on the PROJECT stuff can easily be found around the page.
For starters, only the bundles with gemstones can be bought 1 per day.
http://na.leagueoflegends.com/en/news/store/sales/access-granted/gemstones
They did this so everyone can just rush that bundle for 10, 20, or even 25 gemstones for all the Hextech Crafting specific skins. Or so I would imagine the reason being at least.
Individual Augment Caches or the other offered PORJECT Hextech Crafting bundles can still be bought limitless.
Obviously Riot is out to get their pocket's worth of cash at the end of the day, but they aren't any worse than any other company.
Plus, while clearly Riot makes more than League costs to keep up, running it on how many servers 24/7 is gonna cost a pretty penny. And with League technically being a free game, not everyone puts money into it to play and enjoy the game.