Yah I poked around the main site. The video you posted I think does a good job of pointing out how they want to differentiate themselves from other MMO's and their approach to designing the world.
Like I said, we'll see :) Still some time before release for me to make up my mind. (It's hard to get excited about a game unless I know what I'm playing - and the 3 professions released, while expected and basic, are not what I'd want to play primarily). But seeing as Will refuses to pay to play any game, regardless of what it is, Guild Wars 2 looks like a solid option in the entire MMO category.