Not sure who their target audience really is.
For those price points, you could buy WSM and a nice kettle at retail and still be 1/2 the cost. Also if they expect their Weber owners to abandon the WSM's and kettles already out there for this model, someone was smoking crack in the boardroom. No way in this economy. Although it looks like they have addressed one of the negatives of a ceramic insulated cooker by using air insulation to allow for quicker recovery from a temp overshoot, on the flip side I don't think air insulation is as efficient as the ceramic. It's like they made a Swiss Army Knife "do all" cooker/smoker/grill just because they could regardless of the actual customer market.
Not for me (unless I win one or find it for $100 on craigslist).