Expensive kit tends to encourage die-hard fanaticism. I have yet to meet a USM Haller devotee, though I assume they have strong opinions on who makes the best modular furniture.
These instantly recognisable shelving units were first developed in the early 1960's for the USM head office. Although they sought to file a patent for the signature ball joint design, it appears Poul Cadovius may have been an influence here as well.
Indeed, a German competitor called Bosse have a very similar "About us" page - referencing Corbusier at length, just like USM.
Whenever you find yourself on a product hunt, make it a quest - the due diligence will pay off!