Hmm, the demo's kind of on the impressive side. It could've been the tracks I was working with, but it sounded pretty nice. Kind of alive and 3Dish. Nice.
Don't know how gimmicky the "Air" processing is. They claim it's not an exciter, but they didn't seem all too specific about what exactly it was doing, either. It's probably like anything of it's ilk -- good on certain things.
I only spent 20 minutes or so with it, and I'm left being fairly impressed, particularly what it does in the mids. Again, possibly just the tracks I was working with, but it seemed to reveal interesting things.
Cheers.