I have seen Threaded rod used a lot. I was never really sure, though if it is used to hang hundreds of pounds of HVAC, I cannot imagine that a <10lbs fixture would be a problem, but I'm not an engineer. I agree a actually designed product like you linked to is the best choice. Certainly EMT conduit nuts are not the right choice for holding up lighting.Is it strong enough? Probably.
Is it safe? Maybe.
Is it rated for that use? No.
If it fails who will be sued? You.
Should you take the risk? No way! Not when there are rated and approved for that use solutions easily available for a reasonable price. Let City Theatrical or The Light Source be responsible.
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