It's a "looks good" case. There is nothing functionally superior here to anything on the market, but it still looks really good IMHO. Hell, most of the people I have over wouldn't know the difference between 3x 285s air cooled and a water cooled 9500GS.
Man, talk about wildly varying opinions here. I think it's a neat look, but it looks to me like it's about as portable as a lead boulder. I'll reserve judgment until I see two things: dimensions and price.