It's about $1,500-$2,000 above what I was expecting, but I'd say it's still a good deal for what you're getting. Unfortunately that will probably mean the BRZ starts around $27k. Standard HID's, Nav, etc is going to add a few grand. That's still not a big deal, since options like that are not cheap to add, but it might hurt for people that want the Subaru version but don't want to pay high $20k's for it. Maybe the pricing will come down if sales aren't what they expect, but for some reason I don't think they'll have trouble selling these for whatever they ask.