Yeah, it's multiple quests in one, in which you need to complete them all and in a certain amount of time to reap the full benefits. The gold-per-quest ratio really isn't anything special, you just happen to get all the rewards at once which make it appear to be a huge return.

At least for multiboxers, there's plenty of other quest groups you can do for the same gold in the time spent (i.e. just about any other quest that can be completed as a group).