They're referring to it as "industrial," which frequently means over half a million dollars. "Professional" is commonly used for printers in the $100,000 price range. Then again, it's hard to tell, because there is an awful lot of misleading innuendo being thrown around. I've never seen marketing material with so many footnote disclaimers.

The machine seems to be a ZCorp with more nozzles and jets that apparently prints with powders other than sandstone. They compare its speed with FDM or SLS, calling it "comparable technology," which is simply not true. Objet or ZCorp (now 3DS x60) would be a more accurate comparison. They also mention future metallic materials, but I suspect that would have to be a different machine, because they tout this one using less energy because it doesn't require the same heat as SLS or SLM. Without the heat, you won't bond metal to metal. It could also be that "metallic materials" simply means metal flakes/particles inside a clear plastic, like Ultimaker's brass filament. Apply some temperature to it, the plastic melts and the metal falls apart, because it was never bonded in the first place.

Still, if it is essentially only a bulked-up ZCorp that can use a wider variety of material, it would be terrific.