Here's a cool thing. It's a laser cutting machine.
Laser cutting is still pretty new technology, Marcus informs me there are only 3 of the machine shown above in existence. I first heard of it when Creative Review did a laser cut cover back in 2004 (I think it was a pinky colour and I think it was the peer review thing they do). We used laser cutting for these letterheads in 2005.
Die cutting just couldn't cut that fine.
One draw back of laser cutting is that the laser leaves a teeny weeny brown burn mark around the cut edge. Personally I think that looks cool, but I can understand if others don't.
But forget all that, just take a look at that video. Most of the machinery around graphic design just isn't very sexy. That machine is. Enjoy, my fellow designers, enjoy.