How does it work?
A small power led (no heat, small power consumption) reflects on the white rear, which diffuses a smooth and uniform light.
On the wider, SF aspect of things, lamps like this are appealing to a fairly narrow market, and at the price point very few would sell in a traditional storefront. 20 years ago, these lamps would not exist. Right now, they are available over the internet and quite accessible, and so the maker gets a bit of income. Hooray. What will it look like 20 years from now?