Gentlemen, I was at the Photokina yesterday, Sunday 23rd. We were 5 Photoenthusiasts, friends altogether. We stumbled upon this Lunar prototype at Hasselblad's phenomenal stand - which by the way displayed a nice black Ferrari cabriolet in it's center - giving a hint about their target group I guess.
Whatever - an interrested customer approached the Hasselblad's representative standing right next to us and asked him "Why should I chose a Hasselblad over the original Sony?".
The Hasselblad's guy responded the following - hold your breath;1. Well our camera is better looking than the Sony, since we added a fancy grip and fancy colours to it2. If you buy it you will own a "real" Hasselblad3. And you have to spend more money on this as for the Sony
I swear to God (and I have 4 witnesses with me) that this was the original response of the Hasselblad guy. If I was younger I would write *facepalm* to comment this :o).