Looks like a neat piece of gear. I could have used one when I did my fuel lines as the tube came coiled up.
I've found who makes them.
http://www.brakequip.com/tools_tube_straight.html
Not cheap though @ about US$355
Probably wouldn't be hard to machine something up to do the job though. Are the profiles on the wheels V shaped or U shaped? I reckon they will be V shaped to suit different tube sizes.
Cheers