The shooting board is the same one that fits their shooting plane. I'd rather own the shooting plane, but it costs an order of magnitude more, $335 vs. $30. I can't justify the plane but I think this shooting sander would be really handy for occasional use. You could make something similar, but the price is definitely right.
I do have a shooting board that I use with a bench plane but I find it extremely awkward to grasp the plane and difficult to keep the plane flat to the track. I have intended to make an accessory "hot dog" like this by Derek Cohen:
I'm not sure that it would be that much of an improvement, but it's hard to tell without trying it. What's your solution?