It sure looks friendly enough. Not nearly as sterile as an Airport Extreme, though both devices look significantly better than any other router I have ever seen. And I applaud any company that wants to make creating and managing a home Wi-Fi network less of a pain in the ass.
With all of the Apple products we have in the house (including an Extreme), I don't really see a purpose in it for me. It doesn't help that it doesn't appear to have any LAN ports on it. Their official documentation recommends getting a switch. Dealbreaker.
I do like the ability to share the password with a friend or guest quickly through the upcoming mobile app. That's cool.