Problem is Greg Nikon have a we assume same sensor 24mp CMOS FF selling in a body that is under £1500 (right now) not cheap..but it will drop more no question. A99 is a whopping £800 more.
However you stack it up sensor cost I'm pretty sure Sony sensors sell to Sony cameras for a bit less than they do to Nikon
Nikon are going to wipe the floor with everyone else unless they respond, the only question mark I have is Nikon's QC which is lately not so hot. But many folks will simply see the price, not particularly care about a few bits like 1/4000 sec shutter. Even at £1500 odd I'd say the argument for APS-C is pretty strong cost wise. With the A99 if DK is saying it's basically a FF sensor shoved into an A77 body, then it's hard to justify 3x the cost just on the sensor.
Lots of questions not that many answers right now but that's how I see things.
I'm actually happy enough with APS-C, but I'm well aware I can cover things quite well even now on full frame. The price of the A99 buys an awful lot of Dynax 7's on ebay, and a heck of a lot of 35mm film rolls/processing
Maybe FF potential users will be better served with a s/h A900/A850 at least they are a bit more wallet friendly. Maybe Sony should have kept one in production as a budget option