Well, I will agree with you on that. If BMW wants to sell alot of those bikes they'll have to sell it south of 10 grand, and I for one sincerely hope they'll do that. I also see what you mean about people shopping for middle-weight sport bikes....hp and 0-60 times is what sells. But I do think there's people like me, thirty-something....new to motorcycles....want to ride something besides a cruiser but not as extreme as a 'Busa.....who will look seriously at this bike. I imagine people who're shopping the small-displacement Buell xb's will also take a look at this.....similar power, belt drive, light weight.....it will be interesting.