CES 2010: QED uPlay sets your digital music free

Here's a natty little gadget we spotted on the QED stand.
The QED uPlay is a Bluetooth 'puck' designed to stream music wirelessly from any Bluetooth-equipped portable device to your main hi-fi or AV system. It can also be connected to iPod docks with an aux in socket.
The uPlay Bluetooth receiver incorporates the apt-X Codec as well as the latest Bluecore 5 chipset.
Bob Abraham, QED founder, says: "Increasingly more and more people are using their iPhone or laptop as a Personal Entertainment Device (PED). The combination of stored music, videos and games, together with a plethora of streamed content from the internet, especially free music services, has transformed the way people access media."
Abrahams says Bluetooth is the ideal way to ‘liberate' this often protected content and wirelessly deliver a very high quality music stream to your sound system.
"Now, thanks to apt-X, you can enjoy wireless, streamed music with CD quality sound," he says.
QED uPlay seamlessly switches between the standard SBC Codec and apt-X, depending on the transmission source. It will be available in March, price to be confirmed.
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Comments
Saw this advertised in what HiFi and hit Google for info. It's pretty amazing that they don't feature the actual product when you click uPlay on their site! Instead it's an iPod dock. Why do all this press release stuff and then not have it on the main website? The line "If your device is apt-X enabled you're able to enjoy cd quality wireless streaming" in the What HiFi ad also made it sound like you needed to have something fancy already built into your laptop/pc/MP3 player to get it to work...
Still, this sounds like the solution I've been looking for so I hope it doesn't have a sky-high price...
Dose the Bluetooth have any data lost during the transation?
Does this mean it will stream itunes from an Apple mac to a stereo amp.