It's good to see them really pushing it though, at the end of the day its the Joe Averages buying it that creates the cash flow. I'll bet 10 times more tinkerers buy NLEs than there are pros so all the talk about what the pros think about it has little to do with the bottom line.
I looked in DV Magazine last night, and www.techguys.com (i think that's the site) is doing the same deal with a pionear +/- DVD-RW for $699. Competition is great, isn't it! :)