http://ultraledlights.com/

the technology described here, is it any good or just sales talk?
and is there a cheaper site if it is true or a better option?

If they dont give the exact NM of the LEDs they are using then i wouldnt trust them, plus if they are willing to configure it how ever the customer wants them that probably means they havent figured out what is best.
I use LEDs and got mine from hear http://www.hydrogrowled.com/, im very happy with them as are a lot of other people. Ive never tried them but people say these are good also http://www.prosourceworldwide.com/
Both these cost more than the 1 you are looking at but the good ones arent cheap.