Looks like a very nice camera, but if Sony wants to sell it in today's market, it would need to be priced at least $1,000 lower that the announced $2800 list price. As Ray says, only if there is no alternative. But with D800,5DIII,D600,6D, discounted D700 and 5DII, even Sony's own RX1, and to some degree Sigma Merill DP2M, there are plenty of alternatives.
If Sony won't reduce the selling price, A99 will met similar fate to Sigma SD1. Sell a few units, and disappear from the sight. What would be a pity.
Now, once Hasselblad puts their label and some red lipstick on it, they may sell more units that Sony (even if they price it higher than Sony, since they would target it at a different clientele).