I'm not familiar with this type of printer but have just read through the details and customer feedback on eBuyer and it looks like it could be a great deal. Falls somewhere between an inkjet and a laser printer with some of the advantages of each. Most notably the prints are waterproof and printing speed is fast. Apparently it uses the same 'gel' technology as Ricoh's professional printers.
£13 price reduction from previous price but reviews suggest it was much more earlier. Possibly people have been put off by unfamiliarity and concerns about getting ink cartridges but buyers quoting numerous sources for the gels.
If you're in the market for a printer have a look at the reviews and you may decide it suits your needs. Would be great to hear from any HUKD members who have one.