Personally I think the case is a bit on the ugly side, it also doesn't seem like the design is particularly functional, though I didn't see mention of front airflow in the article.
Internally it doesn't look much better as cable routing is an absolute mess, and my favourite tip now in system building is to always route cables as cleanly as possible; I've seen several degrees difference in temperatures simply by routing all cables to the sides to create a nice big, uninterrupted space through a case. I know you can get fans with good static pressure, but why make them work harder than they have to?
I'm also bewildered by the expansion bay layout; that card reader is a waste of the 3.5" bay, as you can get case panels with integrated card-readers, a drop in one is more for the user who later decides they need a card reader, it shouldn't be used by a manufacturer, that's just lazy. Also, putting a single hard-drive in a 5.25" bay is a waste as well unless the drive runs especially hot. Personally I'd rather they moved the card reader, and opted for a single 2.5" hybrid drive, as it's cheaper, generally as good and in the 3.5" bay it will run nice and cool. This also would free up the rest of the 5.25" bays for use as proper through airflow with nice big intake fans.
I dunno, it just seems like they haven't really designed the case for performance use at all, and just squashed components in and slapped a fancy, but not that attractive, exterior onto it. Not that the components are bad when you account for the premium of a pre made product versus self-build, but it just seems very half-assed to me.