The ebookstore is well designed and easy to navigate. It's easy to find a title by either author or publisher, and you can try a sample right there in your browser (no account required). There are about 120 titles available, and prices range from $11.95 to $19.99 AUD. No, you didn't read that wrong; the prices really are that high.
One thing you might not know about Australians is that when it comes to content they get screwed. Do you recall how I get pissed about a $10 ebook? They only wish they could get prices that low. They regularly have to put up with $30 paperbacks.
It's good that a new ebookstore has launched, but with prices that high I don't think it will have much success.