Mmmm, interesting! I've read some raves on US forums and journals about their other products. That's where I'd look for this too, unless it has a UK importer (I haven't checked*).
Slightly suspicious of the Apple-alike web design, but I suppose at least it looks serious. Sometimes I prefer the home-brewed look, depending on the product. That is, more R&D and less marketing budget.
I like the idea of all the loading permutations, though I fear it could lead to far more fiddling than listening? Don't recall so many versions of RIAA before though in one box. Can't decide if more of a gimmick. Would like to what's actually inside too.
*EDIT, I see they have a dozen UK outlets, including Russ Andrews.