i think the hype is just downplaying iPod. After watching the presentation, i think it's pretty cool. I agree it's expensive but my friends have that sony flash mp3 player and i thought it was cool. It holds 64 MB and openMg is to strict. It has to be installed on factory installed os MS yuck), can't copy the song to the player as much as you want. The iPod holds 5 MB, iTunes is a million times better and for a 100 bucks more, you could get iPod instead of the sony. Don't even compare the rio player, it won't work after a month.
Just wait, apple will use this technology for a PDA. 5 GB, 10 hours of continuous use .... i think if apple came out with a PDA, this iPod would live in the shadows. But some people need this, joggers, mountain bikers, people who use public transportation to work (i live in nor-cal, you have to take bart or something), and i see people at borders and barnes all the time bring out a cd player. If you think about your daily life, you might find some use for this but if not .... don't buy one.
If you're a student, it's only 369 ..... And xmas is around the corner hummmm