While it does take up a large majority of the block, it does so in a much less "Look at me I'm a giant long boring wall" sort of way, like the Alta Gateway on 5th W. What appears to be the entrance to the complex, or courtyard, goes a really long way to breaking up such a massive project. Add the retail facing 400 W, differing set backs along the face and this project doesn't seem like a vast wall of nothing to me.
I really like this project and I too agree that it could be a massive game changer for Marmalade, and a huge addition for The Gateway. The vicinity to Front Runner and Trax is another huge benefit.