Not only do I absolutely love the look as a much more modern take on the apple keyboard, especially for matching a power mac, I think this idea is one of the best that I have seen in years.
There is no way that a keyboard like this could be cheap, or even reasonably priced, but for a pro user it would be completely worth it. I myself would pay several hundred dollars to be able to have a keyboard like this for use with Logic. The keys could be configured to take on the roll of a mixer and interface with the system. And at the same time the whole setup would take up minimal deskspace and in an instant be configured to use as a standard keyboard.
It fits in so well with Apples iLife in a way because the keyboard would be able to better handle each app: of course this isn't as simple as a point and click interface but it is a hell of a lot simpler than having to create and memorize keyboard shortcuts. The keyboard could serve basic needs like skipping tracks in iTunes or applying filters in iMovie.
What I would like to see as the next step in a design like this is to also incorporate touch sensitive surfaces. They key design is overall best for calling up shortcuts and the like, but if their were any surfaces that could be controlled by touch in any direction than they could be used as faders/shuttle control for editing apps or even to draw on in an imaging app.
Now we need to see this company get their patent and go ahead with this. I think they could start easily with the editing/pro market and with tech inthusiasts (I would be the first on my block to snatch up one of these bad boys) and than expand with a cheaper/lower tech model into the home market. Take away the aluminum, some of the OLEDs for keys that never need to be changed (like enter,number keys, f1...) and use cheap plastic and this thing could become the next standard. I can imagine that when Apple switched to a mouse interface it must have seemed wildly crazy and weird at the time, as well as (to dumber folk) almsot magical that hand movements could interface with a computer. To me this seems like a far more logical, practical and obvious evolution of interfacing with the computer.