I gather from the comments I've read elsewhere the case has a quality and solidity that isn't obvious from reading/pictures/videos. For me I have to like the look of a case, in fact that's how I choose my current one many years ago! Noise and airflow just weren't on my radar then, not that a Pentium II and ATI [email protected]
video card needed a lot of cooling. In fact the video card didn't even have a heatsink, never mind a fan!
I think there will be people who just love the look of this case and that will be enough, well maybe given the price!
Suppose you wanted to assemble a very powerful, neat and quiet PC I can see this working well. That is if you're in the range to need water cooling, something like a heavily over-clocked hex core (or dual CPU) system with two high end video cards could be well served by this case. Maybe 240mm rad in the bottom for the CPU(s) and 360mm rad in the top for the video cards. Could all fit in nicely and run cooler and quieter than could be achieved with air and/or smaller case. In such a system the massive cost of the case is a lesser factor too.
I'm sure one could build a very quiet "normal" spec PC in it too if one wished. Block some of the extra vents and throw in a few 500rpm fans and away you go.
For most sane systems and people it's overkill but that's missing the point of it!