I found the pre-announcement teaser videos very enticing. But as soon as I saw a picture of the real thing, my interest dropped to zero. I do not know who would buy that camera at that price.
I'd say that Leica cameras sell pretty well regarding their prices and spec sheets.
I imagine that Nikons people tried to come up with their "response" to Leica. A good enough camera for fortunate amateurs. A camera which is more interesting than powerful. A camera to sell to folks who don't care shooting @ 12.800iso but who want a very-interesting/good-looking one. And there are guys like these all over the world. Fortunate people who want a "luxury"-item as a camera. Leicas are too restrictive. The rangefinder is a real pain in the ass for people who just want to shoot pictures of their holidays, their friends and eventually some flowers in their garden on a sunny sunday afternoon. The Nikon DF could be the good one for them.