What I like about the case design is that it is going to be significantly more efficient at cooling the hardware than any traditional box or tower design can be. This should be obvious. The fact that it is cylindrical is just form following function - the same reason we don't complain about our boxy bench PSU's and scopes. And using a large squirrel-cage fan with low RPM and high surface area means that it will be significantly more quiet than standard case fans at equivalent airflow levels. In a professional environment, workstation noise is a major problem. If your computer is in an electronics lab where damn near everything hums all the time, then it wouldn't matter. But in a professional office setting (such as where you might find a designer, video editor, or CAD engineer), silent operation is a huge selling point.
The thought did occur to me that one could wedge a high-quality particulate filter into the base of it, and the machine would serve as a HEPA air filter too
I didn't realize that the current model had ECC memory. It's certainly not commonplace in the PC world.
No internal storage worth mentioning
I'm not sure where that comment comes from. One of the key features they are touting is the PCI Express Flash storage, which they are claiming is several times faster than the maximum you can get from SSD on SATA (1.2 GB/s). To be fair though, they don't say anything about how much internal storage will be available.