Case has a price - $199 and they had a limited amount for sale.
With the exception of the proposed built-in currency exchange function, Case seems to operate in a similar fashion to GreenAddress/GreenBits on an Android phone.
They hold one key, you hold the other, and yours is never sent/known by them but is stored encrypted locally and validated by you somehow (with Case the fingerprint scanner, with Green your passcode (or HW.1/Ledger). And like GreenAddress, you also have the option to add a third signature that you control.
With Green, you have recourse in case GreenAddress disappears off the face of the Earth, with the Nlocktime auto-expire feature. I wonder if Case will have a similar feature?
I do sortof like the idea of built-in GSM for convenience and mass-adoption by non-techie grandmas and such. That sounds neat, but is also another thing to "track" ones movements, I guess. You can always pull the battery from your cell phone, but can you be sure your Case is off? I guess there is some degree of trust required when using their device.
So far I am liking the CoolWallet design the best, but IMO it needs to lose the bluetooth/NFC communications stuff. All we really need in a trust-free secure and simple HW wallet is a device with a screen, a camera, and a button and nothing else. All necessary communication can be done by QR codes.