So, What is The Voice?

I saw this today in my local Barnes and Noble. I almost considered buying it, because as most of my friends know I spend most of my hard earned money on different Bible versions and translations. But hey, I always say that if you are going to have a Bible blog, you should be knowledgeable of the many different versions. (Well, at least I can convince myself of that!)

So, back to the topic at hand. What is The Voice New Testament? I spotted the website here, but have yet to really investigate it. The edition I looked through at Borders was the cloth/leather edition. It had a decent feel to it and the layout of each page I found to be very welcoming to the eyes. Perhaps I will pick up a copy in the next day or so, maybe first in paperback. Is anyone else familiar with this new translation and its reason for being?