Ronnie Potgieter: Their website clearly states that it is a portable product studio.
This includes a demo.http://petapixel.com/2015/07/16/sooc-studio-is-a-portable-lighting-studio-with-built-in-leds/
It is probably priced in Rand for sale in South Africa where volume sales will be negligible. I'm sure if they could sell a few million in the USA the price will be much lower :)
Could not edit again. What I mean is sales volumes would be negligible compared to say the USA.
Their website clearly states that it is a portable product studio.