Love the idea of the portable, hate the design and the price. For a little bit more, one could pick up a handheld running Android (JXD 5110 for example), or Dingux (here's an A330 for $79), or something similar. Sure, they can sometimes take some extra legwork to get everything running exactly the way you want, but their versatility more than makes up for the extra cost IMO.
I'm all for supporting ATGames and Atari, and I don't condone outright piracy (you do own all those games you have ROM images for, right?), but with the number of options one has to accomplish essentially the same thing -- i.e. running emulated games on a portable device that looks nothing like what it's emulating -- I can't see how this ends up being much more than a novelty item. I hope to be wrong about this.