I think this is a good move for Buell, at least partially. The Firebolt has some geat innovations, and this appears to be an attempt to make it more mainstream, with broader utility and appeal. Unfortunately, I think they've hurt themselves (assuming their objective is to sell motorcycles) in two ways.
The first is the seat and rear fender. The pillion seat looks almost homicidal, especially for a bike with strong acceleration. The rear rack (?) falls in the what-were-they-smoking category. This does not appear to be a very practical bike.
The second is the price. At $9,995, it's $1500 more than an FZ-1 and $2,000 more than a 919. It's also $4,000 more than the lesser-powered, but still revered SV650. All three of which have dramatically better records of versatility, after-market support, dealer support and reliability.
Does this mean I think this is a bad bike? No, but I don't think it's going to sell very well. Maybe at $7,495 more people would take a chance on it, but $10k will buy a lot more bike than this elsewhere.