Definitely an awesome looking launcher, but I'm not sure I'll be convinced it's worth the price tag. I could see spending $10 as an upper limit. It would probably help out a lot if they had a trial version or something so that people can get a feel for the experience.
The only problem I see with it is that the the screens dont seem as friendly to customization. I feel like a lot of the commonly used things like minimalistic text might end up feeling out of place. I'm sure it works like most other launchers in that regard, but the design seems to encourage organization... not sure if that's clear, but it seems like the best way to describe the feeling I get from it.