I love this. I went through a very long and dark period and have just ogtten back in Lego this past year because of the modular. This hits good on so many levels.
1. I live in a large city in the northeast USA. Some of he buildings do look like this. The pool hall beckons to to my favorite bar, and the apartment over a store front is classic.
2. I view Modulars as base's for my imagination. No doubt I think the build itself is great, but I have always been into toy customization and Lego just make it that much easier. I can blow out a wall, change the bathroom, do all wonderful thing to make the set uniquely mine.
3. The modular IMO has a lot of potential for being customization, I can buy multiple and come out with different things each time.