I've heard (including from the K'wood rep at Pacificon, last year) somewhere in the $5-6k range. Think Yaesu FTDX5000 or the Icom IC7700 .. If this is the case, as much as I'd like to have a knob-fest like the TS-990, the price will keep me waiting for an affordable rig with SDR display but also with trad controls. I like the Flex stuff except for the dependence on an outboard computer and so the lack of any of the usual knobs/buttons that I like. I guess there still too much "perceived value" (resulting in high prices) in units with SDR-anything on them.