Leica has certainly stepped out and produced some cameras that are outside the normal. You may think that building a monochrome camera is just "recycling" current products, but no one else is jumping out there and trying it. If you really think about it, it is quite unusual in today's world to see a camera manufacturer develop a product that has no competition and not have some competitive response from other manufacturers by this time.
I know that a lot of people make light of this, but if it were really as simple to do as everyone thinks, why isn't there at least one low cost alternative out there by now? I think everyone is wrong. I think this is a bigger deal then everyone thinks. I can't believe that someone hasn't gone to Sony and asked for a monochrom chip by now. And I am betting that Sony has said; "Sure. We'll build you one. But you have contract to buy a huge number before we will consider it." Once the bean counters run the numbers they realize that the price Leica is charging is not so far off from what they will have to charge.
You may not consider Leica courageous but they have certainly proven they are willing to develop and market products that no one else is willing to put on the market. I personally think that takes guts. They went to a chip maker and said; "Yes, we will take 100,000 (this number is total speculation) chips if you build them for us."
If you don't think that takes courage then it is clear that you have never had to go before your Board and your bankers and convince them to let you go ahead with any kind of big project, especially something that no one has ever done before. Most bean counters are NOT interested in being the first out of the gate with a new product, regardless of what you've been told.