The player itself will come in a rainbow of colours -- which may be useful for some people. But colour and Mac support are the only things that makes this player stand out. Otherwise, it's an overpriced 32MB player.
The company plans on releasing it for $200 (£124). That's at least $50 more than competing 32MB players on the market. The colour and USB interface do not justify the premium. When asked about the premium, a company representative pointed to the new removable memory used -- from SanDisk -- to justify the high cost. The new media is smaller than compact flash or Smart Media, but it's still a new and unproven format. That ought to justify a lower price, rather than a higher.
At any rate, if you have a Mac, consider the i-Jam MP3 player. Otherwise, pick up a Diamond Rio or Creative Labs Nomad. Those are the best of the pack.