It's a fancy-shmancy version of popular Redding T-7. I believe Redding is made of steel and this press is beefier aluminum alloy.
The big attraction of these presses, you can have a bunch of dies installed and pre-set and quickly dial the one you need.
You can switch pre-set dies on Forster Co-Ax faster and do it with unlimited number of dies.
Forster Co-Ax is the best single stage press and the most user friendly. Less then 1/4 of the price of the above. It can do everything the above press will do and faster. You can run it faster and switch dies faster.