The more I sit here and think about it, the more I think this is incredibly clever for several reasons. Instead of buying an entirely new camera every x years, you can just buy new components, from new bodies with good weather sealing and more slr like controls, to lens/sensors with full frame sensors, and eventually they might come out with sensor units that allow use of interchangeable lenses. All of this, of course, depends on the currently available parts of the system getting good reviews and good sales. If it succeeds, it could end up being like a small electronic Nikon F or Waffle House hamburger- configurable thousands of ways.
ETA- Just because I think it is clever doesn't mean I am even considering purchasing one. I know my platonic ideal of an EVIL camera is out there somewhere in the aether, it just hasn't materialized yet.