I actually find the game to be surprisingly easy to play. It takes about 45 minutes to an hour to create a character the first time, but once you know what you are doing, character gen is about a 20 to 30 minute affair. (Honestly - you roll up your stats, pick your race, figure out your class, and start divying up your Build Points between talents, proficiencies, and skills. How is that hard to do?)
When I first started playing the game, I found the most intimidating aspect to be the "count system." The game isn't played in a series of turns. Rather, you play real time, second by second, which means that your character can - and should - do things every single second. This takes a bit of getting used to, compared to the mentality of waiting your turn and moving. This is extremely appealing, especially for a game in which you have a LOT of players. There is constant movement in the battle, which means that players are constantly involved.
As a GM, you need to put the responsibility on the players to keep track of their characters. Although they can move every second, they are limited by their weapon speed in terms of when they can attack. But once you get the count system figured out, it really flows.
Anyway, I really love the game. I find it hard to play other games now, and I'm extremely, ridiculously stoked for the HoB to reach my doors.