What is this

Browsing B&H's website I came across this... what is it?

http://www.bhphotovide​o.com/product/182750/D​EFSWL/REG/658

Fancy asking that on a family site!

Seriously though.
I believe it is a flexible arm and holder to enable you to position shaped masks (keyhole/arch etc.) over the front of the lens to give fancy vigneting effects in camera.
It could also be used to hold a card to shade the lens more efficiently than a lenshood when a light source (Sun etc.) is very directional.

Well now that makes sense, pretty cool, may actually be handy to carry one around... Blocking lens flair is nice a lot of times...

Now I dont know why it says for wedding... but oh well, it should be nice for many of other things... such as holding filters... hmm wonder if it has another hot shoe attachment on it so I can put a flash on top of that, cause throwing filters across the flash is very useful (on my new 550ex at least... I love this flash)

Thanks.

Was just reading and it says "LIGHT" so obviously it is some sort of light as it goes into the Hot Shoe