After seeing this I was really excited and ready to order. But that's because I have the worst possible form of SAD. Even in the SF bay area I am miserable for a couple months or so of the rainy season. I'd pay way more than $300 to avoid the energy drain.
As a sufferer I can tell you that it's not just the self-funded and published nature that is suspicious. It's also the timing. I get really antsy as winter starts to get close. There's plenty of summer weather left here but there's less time in say, Finland. I also noticed that Valkee launched its product in August last year.
Sadly, there's no cure for SAD. It's something you have to learn to manage and live with. Essentially all research into it was stopped once it was discovered that light therapy works for most people and drugs don't. So it's unlikely that anyone will prove or disprove the study here. It's also unlikely that we will see anything less biased either. Maybe it helps, maybe it doesn't.
I know shining light in your ear sounds really stupid but if you are sick and miserable you will try anything to get better. I don't know about the ear but I do find normal light therapy to be insufficient. That reminds me to get out and take a nice walk in the sunshine!