IMHO the big advantages of LEDs can all be thrown away if the fixture isn't designed well:
1) Efficiency. The difference in light output per watt between a high-binned Cree XR-E (the standard "3 watt" LED) and a low binned XR-E can be 50%. The difference between the worst XR-E and the best of some other 3w LEDs can be 100% or more. So, if all we know is that it's a "1 watt" LED, we really don't know much about output. Plus, referring to an LED by it's wattage is not the same thing as referring to an MH lamp by wattage. An MH lamp is built for a specific wattage, and that's basically all it'll run at. An LED is tested at a specific wattage but might often be used in fixtures at other wattages. Hence I really hope the hobby doesn't get in to the habit of labeling LEDs as "1 watt" or "3 watt" since I'm willing to bet that many fixtures using "1 watt" LEDs are built with LEDs that might be used at 3 watts elsewhere.
Oh, and another thought - knowing what the "best" LEDs sell at even in wholesale quantities of 1,000+, I doubt they're using "the best" LEDs in those fixtures, or else their profit margins would be TINY or negative!
2) Controllability. Those don't appear to have anything but an on/off switch. It's so easy to get all sorts of cool effects with LEDs (fading, changing color, changing intensity) that it seems like a waste to build a fixture without those features.
Plus, by knowing the wattage they're listing (1w whites and .6w blue) and counting the emitters on their fixtures, they are in the neighborhood of half or a quarter of the output most DIY fixtures have, if you assume the same output/watt numbers.
What it really boils down to, for me at least, is that if you're not doing the best job possible at an LED fixture, you might as well not do it. If you're not using the highest efficiency LEDs, and taking advantage of controllability, etc., you're not going to get as much of a performance/cost benefit or heat/output benefit compared to other technologies, so you might as well use MH or HO T5.
All that said I hate to be a cranky bastard, and those fixtures are promising - even if just as a first example of affordable LEDs for mainstream use.