It's an interesting piece of architectural lighting technology. Many home architects nowadays are painting rooms a light colour and using lights like this for colour, atmosphere and flexibility. Being a gadget guy (and I'm not a Mac fanboi. Disclaimer: There is Apple product in my house), I am curious about this piece of kit. My starter pack should be in my hands today or tomorrow. I'm putting one in my home office/man-cave and the others in the home entertainment room in the basement. I like the idea of being able to change from a reading light to say, a dim red or blue for gaming, or from reading to something unobtrusive for movie watching. If we go away for a time, I don't have to dig the light timers out of the basement storage room. Right now, they are expensive, but as more competing product hits the market, they will come down.
Current cost of the starter kit (controller and 3 bulbs) is $199, and $50 for additional bulbs. These are also standards based and will integrate into other home automation systems.