Good for Qwiki! That site blew my mind when I first went to it. I've showed it to a bunch of non-techies and they all have the same "woah!" reaction as well.
This is the first I've heard of the site so I just had a look. It is very polished. But is there anything to it beyond the "woah!" factor? I checked out the Goya page and it provided a fairly shallow flash montage about him.
I see it won award from TechCrunch, which describes the site as disruptive. The interface, while slick, seems like it would be an interference to any practical usage.