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As a monolight, it can take a series of light modifiers and reflectors - the attachment looks to be Bowens bayonet. You can put soft boxes and grids in front as well as light concentrators. For stills shooters, imagination need not convert what a modelling light might be when a flash goes off - this is a constant light that be the same whatever intensity you set it at.
It is also a cool light and quiet - if you are recording video you need not fear a massive buzz from it.
Note the control section of the back of the power pod - continuously variable intensity as well as dedicated daylight power. A battery or the AC adapter clips into the pod on a V-mount and the whole thing can be kept clamped to the lower level of a light stand, where you can reach it easily.
As far as controlling the light head, I was amused at the angled handle, but realised that some people cannot decide whether it should be vertical and some whether it should be horizontal...so this is a compromise. And the mounting? Standard light stand fittings. Nothing home-built about it - this is for professional use.
Note that the power supply and control box is also built for portability - not every show is in a studio.