It is indeed a great site.
And folks let's not forget Poker is not new, what's new is this media rush for the game.
Doyle Brunson is a LEGEND in the game and by having a new Poker Room, he's adding reputation and credibility to the business. The fact alone that this website will be the only viable way to get a hold of his new book for the time being, speaks of aggresive marketing campaigns by wise people.
This new website has all the elements to become a giant and I don't see why they wouldn't rival Party Poker... there's always room for improvement. Besides, the rumor of "the box" @ PP has grown to big, it will affect their business sooner or later.
Peace out.