It IS the look, but also the new ways to add functionality. In the graphic below the sound is displayed in full frequency spectrum, with any adjustments being shown in real time. Flashy? Yes. Functional? Very.

Point is, some GUI improvements could actually add to functionality IMHO. This is just one example, but it sure looks sweet and makes working with it enjoyable.
Yeah, I see exactly that in RB now when using Ozone, but if the rest of the program and interface were more modern and added a little more functionality that would be cool. It's a pretty big contrast between Ozone graphics and PG.

BiaB could look better and have some of the functions behind nice looking buttons or menu lists. Makes it look less dated and could easily improve usability by re-arranging some features.

http://www.izotope.com/products/audio/ozone/__dynamics.html

I do not work here, but the benefits are still awesome
Make your sound your own!