I look at it as being a stepping stone toward the train set crowd. Nothing more or less. Modelers who are concerned about appearance and performance won't be buying this stuff. Even if it looked dazzling, it will limit the track layer to particular radii, turnout dimensions, and stiff lengths of tangent. All the stuff that makes the typical Unitrak layout look generally crappy.
At least Kato track, with it's c80 rail, can be mated to flex track, which can be blended in if done properly. (Again, a modeler who can work with flex track properly wouldn't fool with Unitrak in the first place, but at least it's compatible at the rail head.)
They may pull some of the "Tin-platers" away from unitrak, but most of them are so brainwashed they'll stick to what's been drummed into their heads.
Unless it comes in at a very good price point, and can compete with Kato in terms of reliability, it may have a shot. But most dealers have limited shelf space, and as someone noted elsewhere, this is Atlas' third version of sectional track...
Personally, I think they should put all their eggs in the c55 basket, and leave the snap crowd alone.
Lee