The history of the LED light industry in cannabis growing is that they do make impressive claims...most of which are never realized. Frankly we are somewhat to blame. Cannabis growers do not tend to be discriminating when it comes to tech. They have had a good amount of available cash and have often not wanted to stand out in their complaints. It has been a boon field for the con men.
The sad fact is that there now exists tech for lights that are greater than 50% efficient (I believe with a new bulb HID (HPS) tops out at around 38%). There are MANY different levels of quality within the LED industry.
The better LED light produces less heat, directs light where you want it (canopy) and not into an inefficient reflector. The LED also allows for a better spread and has a more of a usable spectrum, so that the light it does produce goes to growing your plant.
All that said, there are a lot of slick folks cashing in by selling inferior products to us with our hope to realize the true promise of the LED.
In fact you could go to China right now and there are a handful of manufacturers that would build you a cheap light and have your name put on it ("Fatboy light deluxe"). Have them make a thousand units and hype them, sell them and disappear with a nice profit. It is done all the time.
Most of the lights on the market are of inferior quality components (Chips and drivers) with poor design and corners cut. Many of the finished units you can buy come out of a few Chinese factories that have no issue supplying junk.
The unit you are looking at could be OK; but they fail to supply information, at that site, to suggest they are anything other than snake oil salesmen. A quality manufacturer will list drivers and chip arrays. You can do better.
The best LEDS are right now being assembled using Cree and Bridgelux chips.
I am no expert. If you are interested in cannabis and LED lighting, I would suggest reading the LED section at Rollitup.org. There are a few guys who really have it together over there; SupraSPL, Churchhaze, Mr Flux and Stardustsailor come to mind. Positivity, who posts here sometimes, has a lot of good information. I have not seen him in a while, but you may consider giving him a PM before you jump.
The LED with its incredible efficiency, will likely be the light of our future. This already true for personal growers such as myself and will likely be so for industrial scale growers (as long as we remain indoors dependent on artificial light).
There are currently a few LED companies that may prove to be good- area 51 comes to mind, but again I am no expert. Your panel I would avoid out of general principle of not providing specific details regarding components and design. In any case good luck!