Having said that from these screen shots it doesn't look like a terrible interface.
Will this be a distribution you install on a PC then plug into your computer or will it come on a dedicated boxed device?
If it's the former than how is this much different from the hundreds of other Linux media distributions?
If they are going in this direction it really looks like they are moving away from being a Linux distribution company and towards being a more general consumer electronics company in the vein of Sony of Philips.