I think this lens is a thoughtful addition to the Sony lineup, which now has a lot of options and price points. Once upon a time with Sony you either had the ultra expensive 400 f/2.8 and 600 f/4 GM lenses or you had the inexpensive 200-600 f/5.6-6.3 G, with nothing in between. I used to complain about that pretty vociferously. Why can't they give us something in between.
Now there are three new in between options in between and all three can be compelling depending on whay you shoot:
First there was the 300 f/2.8 GM, which is a really good option--small and light and takes TC's well. It is the most expensive at $6,600, but still way cheaper than the 400 f/2.8 or 600 f/4.
Then they added the 400-800 f/6.3-8 G, which gives very nice extended reach with a slower aperture and a very nice $2,700 price tage.
Now we have the 100-400 f/4.5 GM, which fits between the other two in price point at $4,300, but looks to be a quite nice offering. No, it is isn't as good as the 300 GM prime, but that isn't really a reasonale expectation in my opinion, it is cheaper and more flexible and the still looks to be a good performer.
In my view Sony, has a really strong super telephoto lineup at this point: Three great primes 300 f/2.8, 400 f/2.8, and 600 f/4, and three really nice zooms 100-400 f/4.5, 200-600 f/5.6-6.3, and 400-800 f/6.3-8 and you can make a quite decent kit for your budget no matter your budget.
If your budget constrained then the 200-600 f/5.6-6.3 is still a nice option.
If you can spend more than that you can begin to step up nice with adding a TC to the 70-200 f/2.8 and getting the 400-800 f/6.3-8, which will work nicely as long as you have good light.
If you can spend a bit more then this 100-400 f/4.5 and the TCs will get you a nice wide range of coverage and close to the three zooms with just one, so lots of coverage with excellent coverage at the shorter focal lengths.
If you have a bit more to spend and would benefit and want to shoot in lower light, then the 300 f/2.8 GM offering a lot of capability, especially with the TCs.
Or you can start to add multiple lenses and a strong pairing would be this 100-400 f/4.5 and the 400-800 f/6.3-8 for about the same price as the 300 f/2.8 GM. You obviously get the tradeoff of a lot more flexibility in focal length range and a slower aperture, and larger size vs. a lot less flexibility. This is basically the zoom vs. prime trade off.
If you have a bit more than $7,000, say $10,000 or so to spend then you can start pairing a zoom with a prime. Adding the 300 f/2.8 GM to the 400-800 f/6.3-8 can be a compelling combo for some people I would expect as the strengths and weakness offset.
And if you aren't budget limited then I think this new 100-400 f/4.5 GM paired with a 600 f/4 is going to be the go to birding setup for a lot of folks.
This is a great set of lenses and provides a ton of capability. I still find the Nikon lineup with its lenses with built-in TCs and PF primes to be stronger, but Sony's lineup without either of those things is really strong.