Judy, I saw that product somewhere recently - maybe one of our own trade mags - and went to the website. I downloaded the Tech TV spot and watched it and said to myself, "I gotta get me one of those!"
The $10,000 starter model (less than a Mat Maestro!) has a pretty small size limit, but I'm not clear on whether the stated size is the size of the image you can cut, or the total size of the work piece it will accommodate. I suspect the former, which wouldn't be much of a limitation.
In addition to etching text plates, you could cut designs into mats that are much more intricate than anything a CMC can do. You could also engrave "burn" designs into flat wood frames (or flat metal frames.)
I use to carry a line of laser-carved photo frames that were just gorgeous.
Why don't you buy one and let me know how it works out?