... Looks like a very interesting camera to me, ugly, but interesting ...
Personally I like "ugly" design if it means "functional" design rather than "tasteful" design.
That's why I love ALPA design, it is SO functional.
And that's why I dislike e.g. Leica M design, it is SO slick and tasteful, and SO dysfunctional, nothing to hold on. "Don't drop your M8" like a wise man said
What I like about the Sony flagship is the viewfinder box with the clearly defined and functional designed pentaprism box. SO ugly and functional and therefore so compelling to my eyes. Reminds me about cameras when I was young, and believe me that is a long time ago.
On the other hand, after all I do not care all that much about design.
My approach is glass first and foremost.
I want good glass and then I start to look for a camera to shoot those lenses.
I love the excellent M mount lenses from Leica, Zeiss and Voigtländer. That's why I bought an M8 camera body.
I love the excellent F mount lenses from Nikon, Zeiss and Voigtländer. That's why I bought a D300 body.
And now this Sony DSLR ?
As far as I have understood the Zeiss ZA lenses are manufactured by Sony (or former Konica-Minolta or whomever) and not by Zeiss or their chosen manufacturer Cosina, despite the brand name. You can't even buy these lenses directly from Zeiss as you can with ZM, ZF, ZS and ZK lenses. I fear these ZA lenses are too much Konica-Minolta and too little Zeiss for the price. Not exactly cheap.
So at the end I don't really think I am interested in the Alpha series, despite Sonys excellent sensors.
Now think of this.
What if Sony and Zeiss had really joined their forces and expertices, either under the Contax brand name if that was no longer prohibited by the contract between Zeiss and Kyocera, or under the Sony + Zeiss brand names with a revived series of the legendary Zeiss N mount autofocus lenses. Now that would have been interesting.
Ehh, why do I tell you all this ?
I think I am just sharing with you what I just said to my shrink, my vicar and my bank advisor the last time we had a session.
They concluded I would be in deep trouble when the R10 arrives. I love R glass too