Perhaps they just didn't sell. The Tripod looks a bit Naff, and the reels are hardly quality items, but if the Rods are £100 RRP, then that's got to make it worth a look if you're in the area. It's collection only, so that gives the chance to go have a look at it all before handing over any cash.
Edit: He's got over 3,300 feedback at 100%, nearly 1,200 as a seller and no negatives.