Very cool! Thanks for sharing that!
To say it is "light duty" is a bit of an understatement, most of it's insides look like "toy parts" or maybe more accurately "cheap bubblejet printer parts";
But it's clever and will probably sell well. I like their dual leadscrew idea, seems to be visible on both the axes seen above. It looks like a tiny stepper motor with toothed belt/pulleys driving 2 leadscrews. Saves racking and adds overall rigidity to whatever is being driven. Very cool!
(edit) On closer inspection it might just be two green gears being driven by the stepper motor?