This is fantastic. There is a shortage of places that can press vinyl, making it very difficult to start an indy label. Vinyl (believe it or not) is going up in sales, many young people want to own a physical product of music, even if they don't have turntables. It's a way to support acts. Selling vinyl is thus one of the ways indy acts and labels can actually make money.
Is there a performative and marketing element? sure. But that's the music world, a great deal is performative. We have depended on patrons who want to support the arts and be seen supporting the arts for time immemorial.
This isn't a press, it's a cutter. It's used to make vinyl masters, which are then used to create a mold for pressing. This device will only make discs slowly, one at a time. You would still need a bunch more machinery to press a quantity of discs. However, a vinyl master, although it has a limited playback life, is the best vinyl sound you're gonna get.
You could just sell old vinyl with new labels and sleeves and they would be none the wiser.
A lot of fans don't own a player, and just want to collect cool cover art. =3