Wow! The website made the camera look really attractive. The small size. The zoom lens. The very cool retro styling.
I have a few questions about it. Image quality for one (the website says it's great, of course). Also, lags: how long does it take for the camera to be ready to shoot after it is turned on? Shutter lag? Recycle lag (time after one shot before you can take another)? Menus and user friendliness (X100 has taken some heat on this). How is the battery life?
But, everything I saw on the website made it look like a great camera to carry when a DSLR is too big, and a real step up from even the higher-end point-and-shoots.
I'm looking forward to getting actual user reports on the camera, to see if it is actually as good in use as the website made it appear.
As to the price, Mike, I don't know, but the rumor was that the X10 and X50 were the same camera, and would sell for $600.
I think that looks like a rebranded Nikon P7100 - like fuji used to do with Nikon DSLR's. They always tinker with sensor and such, but it was a very similar camera. Personally, I would try to save another $500 and get the X100 over this one.
The small sensor may be a liability. I'll be interested to see reports on image quality. But compared to the P7100 the viewfinder looks better, it has a manual zoom, and f2-2.8 looks nice too. So, in many ways it looks different than a P7100.
The X100 has lots to offer over the X10, including the cool way you set the aperture and shutter speed, and of course, the DX-sized sensor. But the zoom lens on the X10 makes it much more versatile, and would be a reason to get the X10 over the X100 regardless of price.
Fuji's initial PR on the X10 has me interested, anyway, but I'll be interested to see what DSLR users think of it as a second camera. (That's why I was trying to encourage Mike to buy one!)