They're taking preorders in Europe for 4999 Euro, which is a little over $6k US. But Vincent Laforet made some good points, you don't have to buy an external EVF ($950 for Zacuto), monitor ($300-$1500 depending on what you get, mine was $1200 with batteries), rods/mattebox ($600-$1200, plus at least a tripod plate to attach it to) for ND filters($150-$600 depending on which way you go), or an external audio recorder ($100-$300). Those accessories add up, once you factor that in it really isn't a bad deal. I've spent a fortune on accessories to make my 5DII/5DIII function like a video camera (way, way more than the cameras cost themselves).
And sure it may be 24mbps 4:2:0 to cards, but with a clean HDMI out you can record to an external recorder and who knows how good the footage will look using that method. And plus, 1.6x crop > 2.4 of the BMD cinema camera. I still think the BMD is a great deal for what it is, but I don't think it will hurt the sales of this much.
I'm afraid I'd still be torn between this and the FS700, the 240fps is a very appealing feature and so is being able to upgrade to 4k in the future, then again who knows how much the Sony external recorder will set you back.