3D Printing a website away with Shapeways

Shapeways

• A spinoff of Dutch electronics giant Philips Electronics, has figured out a way for artists and ordinary consumers to print 3-D models of their creations for a mere $50 to $150.
• The tool allows budding artists, product designers and amateurs to use their own familiar tools to create 3-D models of their designs.
  
• Then they can order 3-D physical models of the designs.
  
• The company will deliver the molded plastic models in 10 days or less.
• It accepts formats such as STL, Collada and X3D.
  
• The designs can be “white, strong and flexible,” “cream robust,” “white detail” and “transparent detail.”

Questions :

• How do they work/judge the pricing ?
• How do I master using software which is associated with STL, Collada, X3D (Where do i get the software for this)?

I love this idea and think its very very cool but I still have to verify the designing aspect cause that could be a bottleneck to otherwise this extremely VIRAL concept (Can anyone send me an invite :D)

Check out the awesome video here