Now, if Paris Hilton ended up buying one of these things, that would be great airplay for the Pentax Q and a great target market. <grin>
As for pricing, yeah its a little steep, but then I see all my friends' kids paying $600 for an iPhone or iPad, $300 for a game system, $60-100 for games. And this is, for the most part, for entertainment. For that market, it probably isn't that much of a stretch.
The big challenge is positioning this camera as the most fun, in the smallest package, that you can take everywhere, to capture "your" life's precious moments.
I just saw that the fisheye is MSRP ~$129 and the other toy lenses are ~$79?