It is the Cowboy Hat demo product, for demo purposes has been set up as master product.
On the right module area you can see the module showing the associated slave products, with essential data and a checkbox for each. You can select the checkbox, then click on the main Add to Cart button to add the master product and the selected Slave products.
Also you will see debug info in various spots of the pages involved in this component setup. This is a feature of the component, you can switch on this in his options. More in the Setup tutorial.
We invite to play around with this, and ask your questions in our Forum.