It's a different approach than the way I built mine. I'll stick with the 140mm passive heatsinks for simplicity, but I'm sure those HSF heatsinks will handle a CMX22/V22/V29 COB just fine. As to mounting, he may be using an adhesive TIM. Not ideal for upgrading but no worries about damaging a failed COB, right? He could pretty them up but it looks like he is doing a good job with quality components. And keep in mind that his market isn't the DIY crew that knows specs as minute as a fly turd. As
@linky pointed out, there is close to the cost of components in his build price. For someone who can't (or doesn't want to) DIY it isn't a bad way to go.