The fish boy is back! I've never seen anything like it, very pretty indeed! I was going to ask around, but I see they already have a quote from the world's foremost authority on this group:
Professor Theodore Pietsch, of the College of Ocean and Fishery Sciences in Washington University, Seattle, had the following to say:
"I can say that in my 40 or so years studying frogfishes and anglerfishes in general, I have never seen one like this. Very striking is the highly unusual, flat face that allows the eyes to be directed forward, perhaps providing for binocular vision. The dorsal, anal, and caudal fins appear to be highly fleshy, covered by loose skin. Also, looking closely at the forehead, I can't see any trace of a luring apparatus. If I had to say what it's closest living relative might be, I'd suggest the genus Histiophryne, but this taxon differs in a host of other ways. In summary, it's quite unlike any antennarioid I've ever seen and most likely represents a genus new to science."
I fully agree with the above, it is not only a new species, but probably also a new genus. Nobody in the world knows more about frog fish than Ted Pietsch. It is amazing to know that there is so much left to be discovered out there...
Again this one is so gorgeous - yes collecting it would make me sick - maybe we should just let it alone to proliferate and see what happens in the future!!!
I say collect it! 

It is for the progress of science!! 

But in all seriousness, if collecting one or two is going to influence the species survival, the species is doomed to extinction anyways (it is impossible to crate a genetically viable population starting from this few individuals). I think they just gone unnoticed because they are very cryptic.