That was my take on it to.It's wired as a matrix.
The two circuits are isolated. The photo of the face-on LEDs doesn’t make that visible, but look at the edge of the curve:It certainly looks like a fraudulent claim, because of: First, the photo carefully hides the details of the edges, and in fact only shows a small section clearly, and, in addition, does not show any LED illuminated. Yes, in theory it can be done, but this is not it.
I do not have the capability to blow up the photo. So thanks, Bob, for the enlarged portion. Certainly the fabrication of this work was a daunting task. And it seems as though the finished work would be rather fragile. It also may be that all of the LEDs are in parallel.When I blow up the image I see a short piece of insulation on each vertical wire where it crosses the horizontal wires.