Another way to do a bed lift

I just saw video on the new Winnebago Revel van RV. It has a bed lift in the back. The bed is lifted with straps instead of cables. There are two guides on one side to keep it positioned. It's hard to tell, but seeing the cable carrier, it appears that the electric lift mechanism is in the bed frame rather than mounted to the ceiling or floor. There's a brief shot of it around the 1:41 mark in this video:
https://www.youtube.com/watch?v=XEPanglcJWk&list=PLLa8T_EPoQlM3WfLXtXqTwtWIWepxO-DT
https://www.youtube.com/watch?v=XEPanglcJWk&list=PLLa8T_EPoQlM3WfLXtXqTwtWIWepxO-DT