Interesting. I think I could actually make that from the picture's he's put up. Looks like it's pretty much just the pipes holding it up. The 2x6s in the middle are the height adjusters and only 1 engages at a time depending on what height you want it.
At first I thought it was a metal stand since he painted it grey. Spiffy.
The basic concept is simple, as is assembly. Getting it right without the plans for most would not be as simple. The person who designed that lift put a lot of blood sweat and tears into development of the lift and the plans are well worth the money. For home use that DYI lift is incredible. The wheel chock cannot damage a wheel and holds the bike solid. Yes, I know the person who designed that lift and I have had the pleasure of using it.