We have one of these, bought for $600 new, before I realized the power of the DIY led world.
Definitely not cree cobs, they are direct AC powered with no separate driver. There is a smaller 12v power supply inside the light for the 10 fans.
I'm not a big fan of it, can't quite pin my dislike down to one reason but it's hot, there are air bubbles forming in the lenses, and I feel the spread is too narrow for the 4x4 tent it's in. But we did win a grow competition with it, so, *shrug*. It would get replaced by a diy strips light in a heartbeat if I had the funding.