I went and took a look/sat on one at my local dealer. I like the looks but haven't had a chance to ride one. First the large scooters are a limited market to begin with but I think as more people see/try them the market should get bigger because they are just nice if your not hung up on "scooters".
Personally I think setting the price inline with Suzuki/BMW is a mistake. I can't speak toward the BMW but the Burgman 650 can often be had new old stock (I paid $7,500 OTD for a '09 in '10) for good prices and used even better (just saw a 2012 for $5,800 with 8K mi looked new). This makes it hard for anyone getting into this market. I might consider one but the price has to be much lower.
There's a few on Cycle Trader for under $9,000 and even one at $7,893.