It does look pretty good. And is the ITX Case rejigged to fit M ATX. Bet it costs a pretty penny also xD
Lets clear the air. You could place two HDD's on the bottom, or two 120 fans, or 200/230mm fans. 1 HDD on the back of the motherboard, 1 ssd, tons of cable management, and 2 SSD on the side panel. Designs are subject to change, as it's a prototype. Straight from the reps mouth
Pity they did not move I/O buttons and USB ports off the side as I have found them a pain where they currently are.