USB to DVI - Is this new?

So I ran across this on SewellDirect.com earlier today. It’s a USB to DVI Adapter Apparently it has an onboard DVI video card with 128 MB of memory, making it possible to run an additional DVI display from a USB port regardless of your computer’s graphics card. If this is true, it’s really, really cool. Especially since it’s about $100 cheaper than the VTBook, the best alternative I know about.

Right now they’ve got it listed as pre-order only with no mention of when they actually expect to see it. I haven’t heard anything from engadget or gizmodo. Has anybody seen this product or a similar one out there?