Think they threw into too many gadgets which shot the price up. They should have kept a price tag at around $500 and ripped out the NFC, hd webcam, 8meg camera, beats audio, etc to bring the price down. As no matter how you look at it, it is still running a Atom CPU which isn't much and those neat little gadgets mean nothing majority of the time.
Had they did that and delivered a striped down netbook/tablet at that price point than it would look good.