That's what I thought too. But then again, if they had the people to get that interface right, why haven't they done so before? The idea is not so far out, they simply don't compromise of ease and simplicity... like all good products.
Web design does not evolve that way. It evolves in fits and starts. In other words, someone does something new and other quickly follow. Half of the Web looks like either 37signals or Mint. :-)