That site died on me. Here is the YouTube version: http://www.youtube.com/watch?v=xcfU8VN7vLo
I call shenanigans. I assume the pcbs inside the balls were supposed to be wirelessly controlled electromagnets (with no battery it seems), in which case instead of all being nicely pulled up towards the "Scrapyard-like HUGE ELECTROMAGNET $200", they should have all flown chaotically away just as easily. Every magnet has two poles, and there was nothing to keep the 'wrong' pole of the pcb from facing the electromagnet.