Fuji - based on countess accolades, has always made a wicked MF rangefinder going way back. They /are/ the MF rangefinder people. The lens will be superlative. This is Fuji we're talking about here, not some entrepreneur lookin' to start a camera company - like that Japanese gent a few years ago.
If their model is to sell the camera at or near cost to sell more MF film - the "razor blade" model, in a bid to push more 120 film, this could be pleasantly surprisingly affordable camera. Don't think they're unaware of the Holga phenomenon.
Again, that's speculation. But what won't be speculation is that this camera will take amazing pictures. She's a beauty, isn't she? I'll put up 1/2 my cameras and lenses and start shoving change into my piggy bank if this thing lives up to expectations. A modern 120 folder made by Fuji? C'mon.