USB ToughDrive by ATP

ATP recently (2 days ago) launched the USB ToughDrive. Now, with so many USB Storage Devices out there, what makes this one good and unique? Starting with the name itself, it's good and gives an idea what the product looks like/will do.
The diference from other similar devices, is that this one has a durable rubber housing that is both water and shock resistant. Click here to check what it looks like.
The material used to protect the ToughDrive is called DuraSkin, and below is a little info about it which is not available in the site, only in the Press Release which I have access to thanks to Andrew.
DuraSkin is a protective compound layer which completely encompasses all internal components, offering a second layer of protection against extreme temperatures, surrounding elements including airborne dust, particles, water and moisture, as well as shock absorption from accidental drops or impact.
If you ever broke or droped your USB Flash Drive in the water, and all the important information went to hell, this won't happen again with the ToughDrive.
The ATP USB ToughDrive (click the link for more info) will be available at retail locations like Microcenter and online at Buy.com, PCMall.com and others in capacities of 256MB, 512MB, 1GB, and 2GB.