I bought the Iaudio X5L the otherday which is a newer version of that Cowan one you said about but with 20gb, Colour screen, 35 hour battery version, cost me £205 off the net (think it was a pricing error as it's normally around £250).
It's wicked, plays video as well as allmost every audio format like ogg wma flac etc.
Used to have a Creative player but it just failed after 10 months so I got my money back, this Iaudio is loads better though.
It's not plastic (fully aluminum shell & amazing build quality) has much better sound quality compared to my old Zen Micro, it's very loud, looks really cool & you dont need any rubbish software that doesnt work half the time to add or remove music or files off it & it has tons of features like radio & line in, USB to go, etc.
I was going to get that Creative Zen Touch but it looked really big compared to the one I got even though it was just a little bit wider & taller, but tbh because my last Zen just conked out without any warning as well as I few other probs I had with it (like the battery still runs out when its turned off, could hear swishhh noises in the background behind tracks, software was bit iffy sometimes) I took a gamble on the Iaudio & I'm glad I did.