Having used Macs for a long time, I'm rather a fan of elegance & simplicity. If you look at stuff like an iPod, or a Mac, they "just work".
Whilst broadly speaking, the majority of ebook readers IMHO could be designed better, the 5" Astak in the pic looks particularly bad to me
The logos for Volume up/down is just "Eh? WTF", and the overall design is just... I dunno. I KNOW the design could've been better than this *sighs* Someone get Jonathan Ive on the job ASAP!