That is cool technology and in the scheme of things isn't that expensive as far as cutting edge manufacturing technology. If it let's you do things that are not possible otherwise, then the price is kind of irrelevant (as long as you can charge enough for the parts).
I think one of the best things about it is that it is an addition to existing machine tool designs (notice it tool changes into the spindle). They can add it to a mill, NT, etc.
I think they're marketing it to industries like shaft repair too. Put a big shaft on a mill-turn, machine out the bad stuff, fill it back, finish machine it.