One new guitar got my heart pumping fast, but is completly out of my price range (even if I hadn't already bought 2 guitars this year). It's the Fender CS Nile Rodgers strat. I didn't even knew the guy, but had to go do some googling after I've seen the guitar.
As for the personality cards, I think they are brilliant.
I don't know why they are being so low profile about it. The success of it will IMO be defined by the diversity of the cards, and the fact that they release (or don't) a more accessible MIM guitar with it.
I think it,s great, for example, for the session guitarist who can only take one guitar but could use a couple different configurations. Also, there is place for a third-party market for the cards.