With the 12.5% cashback offer from Cash Rewards, you should be paying $123.31 for the device. Calcs: 139.12-(139.12/1.1*0.125)
This will be most useful to those who do not have the luxury of waking up during a sunrise. The light clock alarm will mimic this sunrise. Its biggest advantages are that it is gradual and programmable.
Edit: You will need a US to AUS power convertor.
Seems awfully expensive for a straight alarm clock (or a non DAB/+ clock radio for that matter)