Lossless audiophile goodness

Check out the Pono Music player by CLICKING HERE

i mean.. it is interesting. and i understand that the cylindrical battery holds more juice than a flat one.... but it doesn't seem like it would be the most comfortable to lug around. and $400.... i don't know. a bit pricey. i could see this being for people who take long plane trips, but im not sure the normal person (going to and from school/work) would have enough noise isolation to tell the difference from a lossless/320kbps file. could be wrong. but there ya go :P