Looks similar to the tap-a-draft system:
http://www.leylandhomebrew.com/cat162_1.htm
Although it's hard to tell without pictures.
My only concern for a newcomer is the small range of proprietary kits on offer, only 3. They are 20 pint kits, most normal kits are for 40 pints. So you could only use the 3 'ibrew' kits. It is basically a novelty product which the manufacturer, presumably, expects the customer to use 3 times maximum. How quickly will the novelty of those stupid posters wear off.
It does, however, get over the dispensing problem which could put off newcomers. Bottling and kegging both have their drawbacks. Barrels don't fit in the fridge, bottling is a PITA, cornie kegs require a bit of investment.
I would rather point a newcomer towards a basic kit for brewing and maybe the tap-a-draft system if they want something that fits in the fridge.