A few thoughts on this antenna.
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There is a lot being shown in this image that relates to how this antenna works.
A few things that strike me with this image.
The first is the feed-point that feeds the antenna seems to be under the label that have covering up the motor. There is some method to transfer the RF from a static wire to a wire on a turning element that is used to turn the pulleys and change the length of the antenna. The wire then coils and attaches to or goes through the pulleys.
The pulleys themselves are metal, and the wire appears to be unclad as well as braided. I didn't find any info on what wire was used on their web site, so I am going to guess that the wire was made out of braided stainless steel wire. This would give it the mechanical strength and flexibility it needs, as well as being very resistant to corrosion.
With this layout, said wound wires and pulleys will act as a single very thick piece of metal, so even though wire is wrapped around as a coil, I don't see it acting like a coil here.
We also see, at the top of the image, and better in this next image what appears to be a coil of wire below the motor.
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On one page they call this a "transformer", and another they call this a "current balun", but from what I can tell is it is just a coil of coax wound around a ferrite core, so neitehr of the above. Perhaps there is some part of this I cannot see that might change things, but with what I can see I will simply call this a ferrite choke, at least until I am shown otherwise. Honestly, this is a very good option to be built in to this type of antenna, so I would have no complaints just because something more fancy wasn't included...
There are a lot of things not well shown so I am going to stay away from the assumptions of said items and stick with what I do know.
It needs a (close to) 12 meter vertical pole that is strong enough to hold up the box and the wires under tension, although they can be used as guy wires. If its just a pole I would suggest adding more guy wires than just the two antenna guide elements. If you happen to have a freestanding tower it is likely strong enough to hold the antenna setup on its own.
When it comes to antenna performance and other characteristics, there are three things in the box to comment on, and one outside of said box.
If your someone who thingks pl-259 coax connectors are "lossy", the connection in the box that goes from a static wire to one attached to the turning element will have at least as much losses as such a connection, and very likely more. How much more, that is hard to say, especially when I can't see how they did it.
The next thing to note is how the wire then coils to the pulleys on both sides. These will act as base loads. These will have less and less of an effect as you go to lower frequencies.
The third thing to note is the metal pulleys and bare wire. These will act as a capacity hat placed at the worst possible location for said cap hat. Luckily
they are very small, so I doubt they will affect the antenna much. Honestly the only reason I am mentioning this is, if someone purchases this antenna and something strange happens, this could be the cause.
The thing to mention outside this box is how when you go down in frequency, your losses will go up. The reason for this is the earth below. The tips of the antenna will get closer and closer to said earth. This ever decreasing proximity to the earth will cause other potential tuning issues.
I haven't looked at the instructions for this antenna, but when it comes to setting this antenna's length, it should actually be an easy thing. All you need is the reflect needle in an SWR meter. You simply transmit with a low amount of power, and adjust until the reflect needle shows as low a reading as possible. Then if you are concerned about SWR you can easily check it.
Wow, this ended up being longer than I intended... But I am almost done...
The price for this antenna is $1000. I think that will be the first hurdle for many people. If your really set on resonance or low SWR, fan dipoles will be far cheaper, if less elegant. There are also ocf dipole options out there that are also far cheaper, and in this case more elegant. If you are someone who has moved beyond the need for SWR and resonance, there are an infinite number of other antennas out there that are far cheaper, easier to set up, and more effective than this antenna will be.
I wish the makers of this antenna the best, but it isn't the type of antenna I would purchase or recommend.
The DB