I don't know. On one hand all you hear from folks is how Rolex is too slow to change, never produces anything 'new', the Sub is an 'old mans watch', and can't compete with the likes of Omega, Breitling, etc. Their bracelets are cheap, they don't use AR, etc, etc, etc. Then they go and produce a new sub, with a much improved bracelet, fancy new ceramic bezel, AR on the cyclops, and give it a slightly beefier case ('cause, you know, the Sub is just too small) and people complain that they shouldn't have changed the 'classic' Sub.
This isn't aimed at you, TJ as I've seen all of the above mentioned on many different watch boards. Personally I think they did a good job of updating the Sub, while still keeping the overall look intact. It's definitely more 'bling' than the previous model, but it's on par with it's contemporaries from Omega and others.
That being said, I bet the new Sub would look sharp if they could give that insert a matte finish.
At least they didn't polish the center links!