I thought it was meant to demonstrate that those objects ordered on line were still virtual and with Argos you can get the actual item same day in their stores
Maybe I have the wrong end of the stick, but I interpreted it to be not a specific brand. i.e. the headphones are pixilated so you can't say they are being specific about sony head phones but that you can get many brands.
They are trying to undermine online purchasing on Amazon, Woolies, Tesco etc for goods which you have to wait for (and may not turn up) by comparing it with the certainty of (even if reserving online) being able to collect goods immediately from a real store.