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So, would I be buying pics to look at (or print out,) or am I getting a scale model of piano like this?
I am still curious to know.
It's 3D model data, which can be loaded into a modelling/rendering package running on a computer, and then manipulated as desired. One use would be to create nice, high-res pictures or videos of a "virtual" NV10 in a "virtual" penthouse, as we see in the rendered examples.