iriver SPINN PMP Uses "Warm Analog Controls" Whatever That Means

What's It: The flash-based SPINN PMP uses iriver's eponymous SPINN UI, which "combines warmth of analog controls" with digital content—apparently this is an analog toggle wheel of some sort. It's stacked PMP-wise, otherwise: 3.2-inch 480x272 screen, FM tuner, flash, Bluetooth, dictionary and 30fps MP4 playback. The shell and UI are also really attractive for a PMP of this flavor, which are usually barely less ugly than glossy roadkill. The Umm...: Are "analog controls" really a feature?