Much debate on the Omlet here:
Beekeeping ForumIt's a hive. There are many designs, with all sorts of advantages and disadvantages. Plastic may insulate well and look nice (when new), but there are several bee diseases for which the only option is to burn the hive with the colony in it. Actually, you lob the petrol in first which kills the bees, then burn the lot. This hive is based on a design called Dartington, which is niche, and rarely used - probably nothing wrong with it, but it is not the "hive to end all hives".
A national in 1st grade Cedar from Thornes is £180 in the flat, second grade ones are £120 or so. You can make a hive out of scrap ply for bugger all. To be fair to Omlet, this is two hives, back to back.
I support their encouragement of bee keeping, but I think the hive is a pointless frippery. I'd commend bees to anyone, they're lovely things, but don't forget that they do get pissed off and they do sting. Next summer I'm pretty sure that we'll get a rash of people who've ordered their bees on the interweb losing control of big colonies in urban areas.