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.