USB drives are so commonplace that almost everyone carries one. I personally keep my Corsair Flash Voyager on my keychain (right next to my D20 holder). While it's not too hard on the eyes, some people might look for a drive that they can really show off.
The Olinari is interesting because it is actually a necklace that houses a tiny USB flash drive. I say tiny, but the drive actually holds up to 2GB. If you for some reason lose that drive, it's just a Sony Micro Vault USB drive, so it's replaceable.
The cost on this thing is way too much in my opinion. For $349 I would expect something that looks a little nicer. This looks like something you'd see for sale in a gas station.
Goth Looking Pendants Hides 2GB Sony Flash Drive Inside [via everythingusb]