1. It's made to create waffle lollipops; just insert wooden skewers.
2. Made for businesses, it costs € 715 (or about $875).
Sometimes, life is hard. But kudos (and up to $50, US, from me personally) to the guy who can make a consumer-ready model to make the waffle pop a daily event here in the States.
In the meantime, novelty loving waffle lovers should know: the penguin waffle maker seems to be a thing of the past, so point your dollars toward the $30 Hello Kitty waffle maker, instead.