I've got a deposit in for an LE. I think for me, the theme clicks in a lot of ways.
Cell phones are so ubiquitous with our lives, that having one in game isn't even something I thought too much about until people were all up in arms over it. It was just something I looked at and went "yep, that's a cell phone.". I'm not really sure why it's such a big deal to a lot of people.
The theme is original and it's by a name I trust and a company that I think is innovative. I am so sick of all the licensed themes, I just want some original, fun, quirky stuff. B/W won out over Stern for me for a long time because of that quirky, original, fun stuff, with gorgeous artwork to match. Stern edged them out for me because I preferred the way they flip. JJP has both on this theme (from what I've seen), and I simply can't see why I shouldn't support that, when I'm willing to support Stern getting only half that equation right (for me, anyways).
The best description I've heard of the theme is that it's like Sim City when things start going wrong. The animations reflect that, and the gameplay of "hurry up and fix this thing before it's too late!" combined really add to that feeling for me. I think that's fantastic, and while people can detract at how the animation quality looks like it's from 20 years ago (and hey, I'm not arguing there), It's not even something that I really thought about while watching any gameplay of it. I mean, Stern used dots up until Aerosmith, and the animations in that game look much worse than these IMO, yet it won't stop fans of them (and Stern fanboys) from buying one. It's just a non-issue for me.
More than anything, this game looks like it shoots great. I can see a lot of those shots being satisfying to make, and I would say they really have improved off of The Hobbit with this game.