I've never considered the HDS EDC or the NovaTacs sexy lights; I consider them hard-nosed tool lights. They are desiged as a high quality, high precision, hand tool and they are expected to be put to work, and to perform perfectly. They look OK, but if one is looking for sexy they'd be better off looking elsewhere.
The integrated red led is wonderful, a feature I've wanted and posted in the Fenix suggestions thread. The 70 lumens though is a little less than expected. I settled for 85 on the NovaTac, but 70... not a bug drop, but I want to see an increase. I was really hoping HDS could manage 120-160, after all we don't have to use it if we don't want. Let us make the decision on runtime, don't build the decision into the light.
The user interface sounds great. Between the UI and the durability, that is what will make or break this light. I do believe the looks will hurt some sales, but probably not in the markets where this light's strengths will be appreciated. I don't find the NovaTacs to be particularly visually attractive either, but maybe it's just me. That integrated red-led is going to get some attention in certain markets.
Now we just have to see how this tool performs when it's out in the wild.