What do you make of Google's modular phone project Ara?

The premise is very simple, yet quite hard to execute right - you get a barebones chassis, and add components to your liking, until you get a customized handset, tailored to your specific needs. There will be screen sizes and resolutions to choose from, different processors, battery capacities, and even camera modules. That's one of the biggest ideas around Ara, too - Google plans to launch a hub where you can buy modules, much like the Play Store, but for hardware bits, and with an open model of enrolling. This should be a boon for manufacturers big and small, but also for developers who can squeeze innovative uses out of off-the-shelf Ara component combos.