New sentiment stamp/die sets The Ton - very cool

I think it might be new.
I actually just saw someone else post a card with one of these today and I was wondering if the sentiment was a die - it looked like it might have been embossed. But now I see, dies. very cool. Very expensive too, I'm sure! And I wonder how fiddly they are... BUT being able to premake a bunch of sentiments is always a time saver if you can store them safely until you need them.