the stand without shelves and burners sells for $499. the spin they are making is that you aren't buying a system but something that you can grow on. you know, you've already got a kettles, a chiller and all that. what you want is something not so rinky dink. while I'm all about DIY keep in mind that not everyone is clever with fabrication so this tree may be just what somebody needs.
a Brew Magic setup goes for $5500. and once again you could argue that "dude, I could totally make that for cheaper" it isn't the point. there's something to to said about not having to fuck with something to make it work. lots of the stuff that I do is DIY but only because what I wanted didn't exist when I made it. and often what I made gets replaced with something commercial later on.