I looked at the video and Red Sea's web site, which I find very annoying due to the pop ups. I got to admit that their Reefer system is great looking. I also like that it's using a bean animal overflow, which is known for being silent.
I see the big advantage here being that you can get the system and have it ready to go quickly. I spend days doing all the plumbing on my system.
I was not impressed with the ATO system. I think it's much too small and would be hard to fill since it's under the tank. My own reef can evaporate over a bucket of water a day. I also don't care for the use of a float valve, as my experience has been that they can fail in an open position.
I think the return could have been better. By placing it in the overflow, it is hidden, but this prevents you from getting the best flow through the tank. Expect to have to add a couple of flow pumps to the system.
I also would have liked to see provisions for using an external pump, especially with the trend toward controllable pumps.
I did see pricing information here (offsite) -
http://reefbuilders.com/2014/11/19/red-sea-reefer-tanks-pricing-early-2015-delivery-date/ I'd say it was not exactly cheep, but reasonable for what your getting.
Overall, I didn't see too much you can't currently get in a reef system, but they did package it well and they should sell a lot of them.