Nikon 1 is all about lighter kit. We're paying a premium to get near DSLR like performance in a smaller body. In the summer heat and crowded venues, it's a great alternative to carrying a D-class body and heavy zooms.
The 30-110 is one of those sleeper gems that no one believes until they've handled one themselves and see what kind of image quality it delivers. What a great zoom, and ED elements and VR in that tiny a package.
The missus doesn't care at all for using my DSLRs and when I hand her the J1 with the kit zoom, she actually nodded in approval. More importantly, it worked right out of the box for her and she could figure it out without asking me one question. While it has foibles in terms of operational use and interface, none of them are truly fatal for enthusiasts either.
The big sell feature is really the AF. Even long-time compact users don't believe me when I tell them "I got the shot" and all they have is a half-blurred or post-decisive moment frame. Then I hit the play button and they scratch their heads. Then I smile and show them how fast it really is in Continuous Frame. The next thing I know, it's getting passed around and it's Nikon Q&A time.