Nice touch for some of their products I think. Looking at the website I actually like the Beo5 in that color. Would not buy it myself (seems to be quite expensive as well), but I can see why they are adding it to their color range.
What strikes me was the description in the article that they can deliver 250 different color nuances. I wonder whether they can not use that capability to deliver more devices taylored to customer wishes. Probably to expensive to change your production for every customer order, but no the less, for the B-to-B or hospitality market that will probably not be an issue.