While I love his design too, it has been done: http://www.engadget.com/2009/11/24/emblazes-first-else-unveiled-in-london-promises-to-be-a-game-c/
Yeah it's pretty genius. Thinking outside the box is what we're use to expecting from Apple, and are a bit let down by the lack of creativity with the iPad UI.
He based his UI off of the way we would hold the device:
![]()
Which results in this kind of homescreen:
![]()
And his lock screen is just gorgeous:
![]()
It's clear this guy was thinking the primary orientation would be landscape over portrait.