It's a square Lilypad and has a lot of unused real estate, it's a big but less expensive alternative to the stamp, maybe.
It seems a bit rushed and the description improvised, I wonder why they are in such a hurry to get it out there, particularly since they appear to have no stock available.
I noticed that they're almost sold out of Lilypad's, so I'm wondering if they plan on selling both, or just their square version.