This is a very interesting instrument, like a cross between keyboards and guitar. Watch the attached video links at the bottom of the page if you have the time. I don't think you'll be disappointed.
The first link didn't work.
Midi keypad like those used to play on Ableton...
These things are EXPENSIVE!
Probably could be imitated using a bunch of switches, clever wiring and an Arduino microcontroller...
Definitely expensive. They do have another model for $999.00, still cost a lot. The prices will come down in a few years.
There was a similar type instrument that came out last year(Harpejji) that was a bit cheaper, but it didn't have as many different instrument voices as this one, only guitar related. This thing is a one man band with drums, bass, guitar, keyboards, piano and wind instruments too. Also has onboard effects. Combine this with a looper/mixer and record complete songs.