Looks to me like a Mr Beer and one of those (Krups?) Heinekin machines had a baby...

Looks like a rich kids toy. Has some sound ideas (constant temps to control fermentation etc..) but no way would I suggest that thing to anyone. 5 grand could keep you in craft brew for a long time.
You can make really good homebrew with a big pot on the stove and a food grade plastic bucket. Naturally like any hobby you can also spend a lot more, the more you get into it! Besides if you get into homebrewing, you enjoy all of the parts that make it up. It's a whole process thing that lots of us get into. If all I did was press a button and homebrew pored out the other end, it wouldn't be fun to do anymore!