1) Cheap enough for personal use in small quantities is NOT the same as cheap on an industrial level. A Buckyball toy has ounces of magnet, a wind turbine will have hundreds of pounds, which brings us to point 2
2) Renewables and electric vehicle usage is steadily increasing every year. So the usage of rare earth magnets will continue to balloon over the next decade or so. Which brings us to the most critical point in all of this.
3) Geo Politics. The majority of rare earth magnet sources are in China, which has already implemented some forms of export restrictions.
So an analogue is the oil market before OPEC started really throttling things. Given that the materials that make these magnets are relatively common it is something that can be solved with Science! This is cool news and shows government serving a purpose (funding strategic research) that businesses would not be looking at until after billions of $ were being unnecessarily spent on artificial scarcity.
If you are good, you will be assigned all the work. If you are real good, you will get out of it.