I've seen a lot of CCFL's, in fact I own 4 of them, both the 12 inch and 4 inch models. I'm always interested when something new and different comes out. For most of us, we either buy a $40 CCFL kit with a clear acrylic tube, where the CCFL is configured so the wires come out 1 end. Or we just buy the light and make up our own setup.
In either case, the CCFL slides out of the tube so you have to address that and how to wire it and so on. What Sunbeam has down is encased their CCFL in a clear tube and has glued on cube acrylic blocks to the ends so that the CCFL doesn't slide out. The other thing they did that was nice was they added stripes to the acrylic tube in the output color of the CCFL.
Here is a close-up to show the colored stripes, the cube ends, and how Sunbeam dealt with the wiring.
In case you haven't seen a CCFL before, here is what they typically look like if you buy them at a wholesale price. Once you realize that a CCFL is about 3mm in diameter and fragile, you should understand what having a protective acrylic tube and having the wires come out at 1 end instead of a loop, means to the average computer modder. By the way, that is a typical 12 inch blue CCFL. When you get into several colors of CCFL's, the only way to distinguish them is to plug them in because they are all white.