Looks like the company is importing a Swedish, or at least Scandanavian
product. Claims you can tile straight onto it.

One claim that strikes me as taking the proverbial was...

"Whereas an electrical system can easily be damaged irreparably by a
lightning strike or power-surge, The Box system utilises a water pipe
to heat the floor, meaning it's safe from any such damage."

I haven't heard of any internal underfloor electric heating suffering
from a direct lightning strike personally, but i'm sure it's no more
likely than a muppet drilling fixings into a wet floor system.

Oh, and then there are the (minor) discrepancies, like...

"It has been established through careful testing that the PEX water
pipe used in the system could last, in use, for over 400 years."

"In special tests carried out by the Royal Institute of Technology,
Stockholm, it is estimated that our water pipe could last, in use, for
up to 500 years!"