Re: Please say this is genuine..
The reagents definitely do no cost $5.
This only replaces the reader for field use.
You still need whatever antibodies are required for the particular test as well as all the other wonders you need for ELISA and friends.
You also still need someone knowing how to use a Gilson Pipetman and how to work samples.
The only relatively innovative bit is using the phone camera (devices like this using a USB module and/or the Pi camera are already in the field).