They tried to up the ante... but with the price at 2,995...they missed.
The early reviews mention two things that would give me pause... slow to autofocus... sub-par low light performance.
I guess if Nikon hadn't released the d700 then the Sony might have been viewed as a bargin full frame... but the d700 does exist so it would only be a bargin at a lower price... as it is the camera probably wont convince anyone to switch brands.
I was really hoping the $2,000 price that popped up earlier in the year was real... oh well.