For the anything-but-iPod crowd, there's the Insignia Amigo flash-based MP3 player, which looks nice and has some decent features to boot. It comes in 1 and 2GB sizes, has a built in FM tuner, color OLED screen, MP3/WMA/WMA-DRM/Audible/JPEG support, 18 hours of playback time, and even album art display.
The Amigo is both PC and Mac compatible, for the person who has a Mac but not an iPod. Yes, we're looking at you, Tony.
The 1GB retails for $99 and the 2GB for $129.