The system is actually a custom-programmed system (take a look at the affiliate program for starters). From the graphical treatment (yes...it is un-conventional on purpose) to the automatically generated sitemap, it was designed from the ground up to provide maximum automation, while providing for the most search-engine friendliness possible.

My best advice...seek out a good devlopment team via eLance.com to build your system.

How much did you pay if you don't mind me asking ?

Mid four figures.

So it has, just noticed it's also using either combination of the html catalog and possible apache re-writes on the php pages to have them listed as .html nice touch :D

Looks like you invested quite a bit of the budget behind the scenes on there.