I don't disagree. I am not very familiar with Sony products as they simply don't interest me that much. (Not saying they're bad, just not for me.) I think the problem is that basically every digital camera made in the last 15 years, except for the Leica Ms, pack in so many "features" that UI/UX is a complete mess and they are not fun or even pleasant to use. I mean, seriously, the manuals for the Z-series Nikons and their recent DSLRs are over 400 pages long! How in the world is anyone supposed to use all these features? Personally, I think this is a major reason smartphones have eaten the camera maker's lunch for the last ten years—the stock camera apps have a mostly usable and understandable feature set, and if enthusiasts want more features, they are just a few clicks away in the app store. (I also think this is partly behind the resurgence of film photography and mechanical, manual focus cameras, bu that's probably a topic for another thread.)
I think Pentax imagines a future where it is to digital SLRs what Leica is to digital rangefinders. That may not be a bad strategy in a declining market.