My first impression was how incredibly ugly this thing must be. But the more I think about it, the more I'm convinced that it's a bad picture of it. It's no doubt a bit clunky, but it might fit a niche for people that need an e-ink device with a keyboard, and not a touch screen.
On the other hand, for typical reading like a novel, it seems like the keyboard might be a little annoying.
I guess we won't know until someone holds it in their hands and let's us know what it's really like. The good thing is that every new device helps move e-ink readers forward, and the more they get into the mainstream, the better for all of us e-book fans.