I'm actually a little dubious about the selling point of the module. The added in an audio interface for the purpose of using it on a DAW setup. But the problem is once we are dealing with a DAW, things are drastically different:
1. People who's already using DAW would already have an audio interface that's probably better than Roland's;
2. In a DAW, softsynths and softsamplers would definitely beat the sound out of Roland;
3. Even if people want to use Roland sound, people who already have an audio interface (which most would if they are already using DAWs) would just get an XV module.
If the purpose is for live use, then I would get the XV module instead with more expansions minus the audio interface (which is not needed when connected to a keyboard).
So, I think the market is for people who are heavily into hardware and/or starting to venture into the DAW environment (so new to DAW in that they do not have an audio interface).
And if you read their small-print, they make no guarantee that their editor will work on all computer systems. They already pointed out that some systems won't work (like Cubase SX3 and MOTU). They are not even confident that their tested system will work 100%. This will mean they need a group of software engineers hanging around just to work out new patch releases and fix bugs etc - which to me, may not be a wise thing for Roland (too much time and money involved and not easy to compete with the softsynths and softsamplers which are already grounded in this area). Hardware is Roland's strenght; software is another question.
We'll see. If they come up with a version 2 of their Sonic-cell, then they would have succeeded. If not, this will be their first and last release. I wouldn't jump in to get it, esp when compatibility is still an issue. If I want Roland sound on my DAW, I would play safe and get the XV.