It seems they wanted to press the advantages they think they have, and add some AF/video work. The real sales successes they have had so far are NEX and the RX100 I think. Simple, small, innovative high utility cameras.
Agree on the LV, peaking, and dual cards, and as mawz says, it is very nice body to handle, a sound design all round. We just got an A77 as the second cam, cost not much over $1000, it has most everything the A99 has less the fancier AF and a few bits, even 24Mp (NEX7 sensor), IBIS etc, just not FF.
They haven't even announced the 36Mp camera, in a bid to pump the A99 for a spell. OK, that's business but it's a risk to people who were both easy to please and already onside. If the sensor is only D600 standard or SLT'd down a notch or two, it's not a good look.