You know, just once I'd like an mp3 thread that doesn't degenerate into Apple Sucks Because I Say So.
If you don't want an iPod, that's fine. They're at a premium price, and Apple knows people will likely pay it because, until further notice, it's the current digital It Girl. it gets the job done while making the job easy for, both, people who are afraid of computers, and people who just feel that there should be zero effort involved. Apparently, this is a very, very large market. How large? The iPod is pounding the competition right in the ass.
Anyway, Sony: the NW-HD3 supports native mp3s in addition to ATRAC. Although, to be honest, if you're willing to consider this thing, you're in one of two situations: You have money to burn, or you have money to burn, and already have a hybrid collection of ATRAC and MP3 files and want something that'll play both. I'm not sure how it handles the song syncing - I'd be hard pressed to believe anyone's beat Apple on usability - but the thing supposedly gets a ridiculous amount of time out of one charge.
I'd say that if the former's the case, and you want to flip a coin between the two, you may as well get an iPod. The major selling points are ease of use and size. Battery life isn't an issue unless you really, really believe you won't be anywhere near a plug for about 10 hours. But like all devices, your personal battery life depends entirely on how you use it. If you're like DJ over there, constantly scrubbing songs, you're going to work that thing a bit harder than the average user, and the battery's going to suffer for it. There's a hard drive in there, you know.
If you want to spend a little less, there's also the Creative Zen series. It's (apparently) a very good player, and is on the short (short!) list of devices that can play downloaded songs from Rhapsody, Real's music store (if you're into that sort of thing. I'd also check to see if it's limited to specific Creative players.)
And since you asked for the qualification: I'm not an Apple enthusiast per se. I'm just not blind to the fact, or am loathe to admit, when they do something right or recognize a market and pander to it.