Super Scrabble

I just read this, from a report by Steve Kurzban about the American International Toy Fair posted to Spielfrieks:

"Super SCRABBLE" is licensed from Hasbro and adds 3 more rows on the familiar board, including quadruple letter and quadruple word squares. The number of letters doubles and permits much more complex words to be formed.

Sounds interesting, but for some reason I'm skeptical. Why hasn't anyone tried this before? Also, I dread the thought of having a rack of 7 "U"s...