It is a pretty cool piece of equipment.
The orange slot on the back is an air vent for the heater:
The front side has a nice "port hole" for looking inside when closed up. It also has a flag and a red light that comes on when the flag is tripped. Plus a nice large carrying handle.
The inside is the heart of the Finicky's. On the right you have the heater that keeps the hole open, even on negative temp days, plus provides great light while fishing at night. Center bottom, temp gauge. Center top is your spool. Right side you have your power source, jigg'in motor and arm, switch for off, medium/pause and fast jigg'in and a nice little piece of foam to hand your jig on.
Other great features of the Finicky's Fish Factory is it is stained/painted black to absorb heat so you do not have to run the heater on sunny days and the access cover flips forward on the ice to provide a place to put your knees when bringing in a fish (keeps them warm and dry).
I firmly believe the Finicky's Fish Factory is going to be one of those things, which in 20 years will be a device we look back on and find cool