It's targeted towards the very basic P&S crowd with limited external controls. Furthermore the 1" sensor, though bigger than the 1/1.7" advanced compact sensors is still only half the size of the micro 4/3rds and way smaller than the Samsung NX and Sony NEX APS-C options.
Also with a RRP of > $1200 (J1) you may definitely be better off not buying this camera. Other mirrorless options look far better value with their larger sensors and relatively mature lens ranges.
Anyway, will see what the actual numbers look like. But I think this is all a little embarrassing for the mirrorless world at large.