The pricing makes very little sense to me...Square already sells Business in a Box for $250 with a cash drawer and $500 if you want a receipt printer. This stand costs six times as much as similar options (http://amzn.to/102UtKn) and the only real improvement is the long track.
If you've ever spent a day swiping credit cards with a Square reader, though, that long track will look mighty attractive...
The market for this: trendy premium SF coffee shops.