The point I'm trying to make is that people are immediately dissing this camera because it is not a Canon or they are saying "I could do this with my Canon XXX".
Yes you could but you are missing the point.
There is no Canon full frame mirrorless and the only mirrorless they have released to date is apparently not that good.
The only other full frame mirror less camera on the market currently is the Leica M9.
It is smaller, lighter and when paired with good Leica glass, has arguably better IQ than anything Canon can muster.
A good, small, light FF Sony paired with good Zeiss glass may make an ideal competitor to a Leica M9 for a fraction of the cost (A Leica M9 + Sumicron 35mm F/2 will set you back $10K).
Go read CR guys review of it here and his opinions about why he feels the M9 makes a better street camera than a Canon DSLR...http://www.canonrumors.com/reviews/leica-m9-a-second-opinion/
Then leave your DSLR at home and go shooting with a Fuji X-Pro 1 or Leica M on the street for a day and come back and tell me which you prefer...