From what I have been able to find out about these, they are clones of the Mitsubishi BAP300R system (see page L156) and one of the key benefits is the availability of the AP**1135 inserts with 11mm edge length. There are very similar tools from other suppliers.
The main disadvantage of these in my view is that they give a very interrupted cut (= noisy, shaky etc – can be quite alarming) and ideally require a rigid machine and high spindle speeds. On the upside, the inserts have positive rake and are available for steel (ground and coated) and loominum (polished, uncoated).
The tool shown is really intended for slotting and side cutting but may be a bit of a challenge for a light machine. If you are actually after a face mill, you can get 50mm and 63mm etc holders that take 4-5 inserts and are probably a good choice for lighter machines.
Murray