Yeah, either term works.
When I hear DIY, I always tend to think of "homemade" mods, but the point is the same.
It's more like a "kit" if you will, specifically made to re-coil on your own. Basically, but the kit, wrap your own wicks / coil and enjoy. Repeat as needed...

Assuming it works well, and you don't mind a little work, it can turn into a nice cost saver in the long run, and you're not relying on a factory in china for consistency... I'm guessing it would take only a few tries to get this the way you want it, then its just a matter of repeating when the time comes...
If anyone here has tried one, I'd love to hear feedback on it, though I'll most likely order one next week.