First of all, thank you all for your comments.
Second, it IS real. We use it everyday... i.e., most every night

Third, there are 2 lcd screens: one with 22 real encoders and 22 real buttons attached to a glass OVER the lcd lscreen. This is positioned vertically.
The second one is the touch screen. This is positioned horizontally.
And finally, you MAY buy it. Please see this discussion below.
http://www.gearslutz.com/board/so-much-gear-so-little-time/369415-fresh-approach-daw-controller-2.html
This is a copy of my original post there: (prices are in US$)
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Hi...
I am a little bit overwhelmed by all this interest.
The bad news: if I had to build ONE, it would be at least a grand.
The good news: If I had to built 5 I think that I could build them for around $500 (plus shipping). If I had to built 10, $350.
Note 1: I will require an bcr2000. It would be best if you send me one. Here, in Brazil, it costs US$300. There it should cost half of that price.
Note 2: The plugin will be something transparent, intended to be put over an 15 inch lcd screen. This screen should be one of the monitors within the computer that runs cubase/nuendo.
And please bear in mind that the touch screen software will be included with the package, even if you don´t use it. To use this, you will need a second computer.
At this moment, this will work only with cubase and probably nuendo.
However, I think it would not be difficult to port it to another daw platform. Again, it depends on how many people will need it.
Please let me know who is interested, and also keep in mind that I am opened to suggestions.
Paulo
Dragon Studio
Sao Paulo
Brazil