it seems an unnecessary and more than significant extra expense. Sure, the transition in the market will be gradual, but at some point you're going to be switching over to BTX and at that point you're going to have to buy an awful lot of new stuff. Nobody else seems to want it either, none of the other companies seem pleased about it (least of all the case companies, who will bear the brunt of the capital cost), consumers are split 50:50 at best. It doesnt even come accross as a real innovation or big step forward, just a rearrangement to cool the cpu better.
several other things i'm not keen on either, like all the intake air getting heated by the cpu, so you get a cooler cpu at the expense of everything else. I'm not sure how being supplied with air heated by a 100w+ cpu is supposed to be better for the video card than the current norm where it gets air at most trivially heated by a hard disk. With BTX hard disks now sit in an apparent dead hotspot, even RAM looks like it's going to be sitting in convected hot air.
From the spec pdf the intake fan is 80mm. why did they manage to realise 92mm in the psu is a good thing, then go with a puny 80mm for the intake? ATX cases have been shifting to 120mm fans!
As a flat desktop, it looks sensible. It's when it's a vertical tower that it starts to look rather bent on cooling the cpu and damn everything else.