Soz: Japanese Lego?

Ah, there's nothing like clicking around a foreign-language site, understanding little, trying to glean clues from the images... and in the case of Japanese site Soz, there are even portions in English to aid you. Trouble is, they are so idiosyncratic, they don't help that much.

Here's what I gather: Soz offer tiny little interconnecting pieces of plastic which can, in the manner of Lego or Sticklebricks, be clicked together to make... well, anything. It's this diversity, perhaps, that make the product so hard to pin down on the site. So you can buy the materials needed to create a tiny strawberry, or an actual rug. Can I possibly have understood that correctly?

One thing that is clear is that you can also purchase a big tub, as pictured, with enough Soz modules to get you started on the project of your choice. Is this going to be the next big, slightly inexplicable craze from Japan? Or have I completely misunderstood?