The New F-Brake Designed By Ridley! Your Thoughts?

Was looking at the new f-brake fitted to Ridley's Top end bikes. seems the concept is an updated - redesigned V-Brake that's been re-positiond and integrated in to the frame and fork. Will it catch on; and will Shimano and other manufacturures produce a similar product? New bits for these brakes could pose a problem, as the main body of the brake seems to be part of the frame - fork of the bike.

What do you think?

http://www.youtube.com/watch?v=GadXI...eature=related
http://www.youtube.com/watch?v=YlXX3...eature=related
http://www.ridley-bikes.com/pd/gb/en...d/Noah%20%20FB