If it is anything like any other "100 INCH BIGSCREEN TV!! WOW! HOT!!11!!! L@@K!" on eBay, then it uses something called a Fresnel lens.
Basically, you take a normal tv and use that as the light source and by putting it through the fresnel lens, it expands the image and projects upon the wall. (It may be interesting to note that a "Fresnel Lens" is the same thing as "Old Person's Page Magnifier"--just a plastic sheet with a series of concentric circles that will push light outward from the center. Since a TV is only so bright (a good projector can use a 400 watt bulb) the image will be dim, since it will be expanded so much. That's why you need to enclose a TV in a box so no light is lost... and MUST watch it in a dark room.
What they are likely selling you is plans and a program to calculate focal distance, plans to build a box, etc. These can be had online for free at other sites. (Try google to find some) Technically they do work and if you mess around with them enough you may even be impressed with youself. You shouldn't pay anything for "Plans" that can be had for free, and don't think that this can match even a low end projector. A neat weekend project, though.
If they aren't talking about a Fresnel Lens, then I have no idea. But if you look closely at the diagram, that pink thing in the picture looks like the box you would build, with a round hole in the front for the lens.