I think the real problem for Leica is that, when they introduced the M8, they had no user base of a previous DRF out there. And they sold fewer than 20,000 M8's. Now they have those 20,000 folks out there who already own a DRF (he M8) many who are satisfied with the M8 and won't be M9 buyers. So they have a more expensive product selling into a potentially smaller market.
It's going to be interesting to see how well the M9 sells after the initial rush. As usual, they are competing only against themselves.