some of the content is i.m.o. "hipster arty", but then there is plenty of content that compensates this. excellent interview with mikko (as well as plenty of photos), some good collage artworks from posh isolation crew, interesting articles / interviews. feels like some photos are just fillers, and I think they could have done something more useful instead.
nevertheless, I consider it a very good first issue and look forwards to reading it in the future.
they could make better promotion for the magazine instead of cryptic video and some facebook page - you are right - it says nothing about the product itself (especially when its rather expensive with postage etc), but I believe you won't be disappointed....