I don't think this site is ready for primetime.
That doesn't mean I think it sucks. Rather, I think it's still in development. Considering that we still don't know how Koyder and/or arn stumbled upon it

(certainly it's not being promoted), I don't think it's really fair to start passing judgment on it. For all we know, it's still got three weeks of development ahead of it and for whatever reason it got put up today.
It seemed pretty slow and with weird glitches over my 56k modem (running Panther here), which IMHO further points to more development and bug-fixing before they start advertising this.
Also, as a high-school student (at an inner-city public high school), I think that Apple's latest iPod campaign has been great. Over the past couple weeks I've been noticing a ton of ads on the side of Metro buses (that's the county bus system). In fact, I can see a bus stop from my desk in one of my classes, during which two buses stop in each direction, and usually one or two of the four have an iPod ad on the side. (If anyone hasn't seen a billboard-style iPod ad I could try describing them.)
Again, I think that this site will be greatly refined over the next, say, three weeks, at which point they'll start heavily advertising it all over the place. So maybe the TV ads will not only have iTunes.com at the end, but iPodRocks.com as well. And I think that will only make a good campaign even better.
JMHO
WM