It's undeniably cool in a "wow", first-glance sort of way, but I can't help but think that the market for this sort of bike is getting smaller. The V-Max has sold remarkably poorly and the V-Rod has performed vastly under expectations. The B-King was a huge flop, although you could attribute this strictly to its truly hideous styling. I think riders are re-evaluating the sensability of investing this kind of money in a bike with such a limited operating envelope. Bling and excess seems to be less cool than it used to be. S10's and GS's are in, these sorts of bikes are out. Unlike the Japanese, Ducati doesn't do much market research in developing new bikes - they just have a small planning committee which builds something they think is cool. That's great, but it may get you really cool bikes that don't have much of a market.
But no doubt, it IS cool.
- Mark