Madoka Magica Battle Pentagram unveiled at TGS

I have next to no idea about this one, beyond it being a popular series in Japan, but there's an official site and the local press are getting a little bit excited about it. Magica was first revealed last week in Famitsu and is launching on December 19. The trailer only kicks in around the 1:20 mark and from then on it looks like a very low-rent battle game. Any reason for anyone to get excited? Links to all the games at the show here.