"Rugged Looking" means "won't be mistaken for a woman's purse" so that a guy can feel comfortable carrying it.
Only one review for the whole of 2011 and that was a hands-on preview. What has happened to the lens review section? Has it been abandoned since this announcement?
Ahh, but does it use easily-bendable/breakable pins (the biggest point of failure in the current CF spec) or does it use the small more-robust tabs like SDHC and PCIe cards? If it still uses pins, it's DOA.