i want caviar and chitlins for breakfast

on the upside, though, the wilco album cover was a nice touch...

This kit is definitely not the first of it's kind, and though I can't vouch for the quality having never played this particular brand, it seems to be a decent setup for the money. I've owned rubber pad kits and these perform (generally) just as well as mesh kits, but the entire set feels like it's made out of practice pads.
as a general rule of thumb, rubber pad kits are less expensive than mesh, but make more noise. if you're looking for a budget mesh head drumset, these might be a good option, but the concept has been around for awhile.
if anyone is looking at purchasing an electronic kit both roland and yamaha make decent entry-level rigs, if you want something a little more expensive then check out hart dynamics.
or one could always buy one of these:
http://www.zendrum.com/