I've got an older sony NWZA model and I bought it because it had better sound, better battery life, better headphones and more user friendly software (drag and drop) than the equivalent ipod. And it was cheaper.
No regrets, no complaints. I'd buy another. Actually, I'd get the one you're on about, cos it's compatible with BBC iplayer, and I might if I see a good offer.
some people prefer ipod as they do gapless playback. sony and loads of others have a 1/4 second gap between tracks. not a problem if you listen to albums which have distinct tracks and gaps anyway, but if you listen to electronic music, mix albums, it's a bit a pain in the arse.
Some people (audiophiles) prefer cowon, iriver players as they support more formats of digital files (FLAC etc) which apparently are better.
For me, these aren't enough of an issue to outweigh the positives.