I puzzle a bit over the self-interested marketing expert commentators here declaring this an "epic fail" and other such jargon-driven nonsense.
While I'm not putting $3000 into the product myself, I know some established street photographers of high reputation who will if it's fast enough (speaking shutter lag, not AV). I can also see some serious landscapers, cityscapers, seascapers, etc. going for it if the lens will support their needs.
From a marketing standpoint, it's a niche product. At the moment, it's unique and that will carry the experiment perhaps to small profitability. It's going to be interesting to watch. Personally, I may rent one if Roger decides to offer it. Yes, hint.
For those without long memory of the photography equipment world, we have a limitless history of companies throwing something out there to see what will happen. Hell, I've got a Pentax 110-film SLR, for example. This happens less often now that MBA types run most companies by numbers -- but I sure celebrate Sony for putting it out there.
And who knows, maybe they ran their numbers right, and this thing will somehow succeed. I think it's worth cheering.