From what I can see the upper one is a copy of the Launchpad used for Ableton Live. Both controllers are cool, but they already use two usb ports and what is the main argument against it from my point of view: too less or no faders and knobs! It is maybe possible but really hard to control Cross with buttons only imho.
Maybe the dev team can start working on some mappings for this tool. Can be nince, if there could be some feedback on the iCreative provided by Cross, to see what is active and what is not, or some fader positions.
I got a few ideas by the way, and I think I'll buy one of these. But only next year.