It's a build-your-own flexible gooseneck arm mount or stand with many useful attachments and a wide assortment of mounting bases to "hold what you need, right where you need it."

Their "cobra clamp" looks very useful.

A soft box is a must if you want to take nice subject photos without relying on fickle natural light. They soften shadows and provide a soft even light. They can hide blemishes and generally make things look more appealing.

diy (literal) book light.