As opposed to a landing.
And libertarian readers - don't click through the link, see who's doing it, and just tell me that you're OK with any space exploration as long as it's done privately and not by the government. That's a boring answer. I doubt that distinguishes you from anyone on Earth (who actually thinks people shouldn't be allowed to use their own money to do shit in space?).
What about the fly-by aspect of it?
On the one hand, it's a let down from the ultimate goal. On the other hand, this would be many orders of magnitude farther than any human has been from the planet. Our sense of our world will expand, and that could pave the way for landings.
My initial reaction was non-chalance/disappointment, but I very quickly became more excited. Five years. Leaving for Mars in five years.