I feel it's priced on the high side, but Yamaha is lucky in that there is very little direct competition for it. I'm sure they have done their market research and know that there is nothing closely comparable at the price. On the other hand, it's a very basic bike without many features to justify the price. I feel it should be priced at around $8500-9000 USD, but without market pressure, Yamaha rightfully figures $10k is marketable for those that want a bike like this.
Just throwing out some bikes that buyers are likely to cross-shop. Prices are from a quick google search, may be incorrect, quoted in USD.
- KTM Adventure 790 (not R), $12.5k
- BMW F750, $12.5k
- Triumph 800XR, $12k
- V85TT, $12k
- V-Strom 650XT, $9.3k
- DR650, $6.7k
- KLR650, $6.7k
- KTM 690 Enduro, $11.7k
- Royal Enfield Himalayan, $4.5k (holy crap it's cheap)