Microsoft Illumiroom

I don't know if this has been posted before, I searched and couldn't find it. Anyway Microsoft showed off its illumiroom concept which is being rumoured to be included in the Xbox 720. It reminds me of the Philips Ambilight tv sets, but at a more advanced level. Some people say it's gimmicky but I like it and think it would add to the emmersion whilst gaming. What do you guys think?

 

www.youtube.com/watch?v=re1EatGRV0w