I see a few points why that device would be of minor use to me compared to an empeg:
1. No emplode/other managing software
2. inferior shock protection of the drive(s)
3. no visuals
4. no equalizer (as it seems)
5. minor display and UI quality
However, I still think it will probably outsell empeg, because it is cheaper and it plays from CD.

cu,
sven
(MkII 12GB blue, #080000113)