At this stage of the reveal, I think they would have been better served with a back-lit silhouette of the camera, with either a release date or something like "S O O N" at the bottom of the photo. I'm not a fan of overly drawn out teaser campaigns - the Df videos pretty much lost me after the second video and I was interested in the Df more than this one. I'd be surprised if photos don't leak sometime soon, and we'll get a better view of what's coming.
I really hope they don't half-measure this. IMHO, with what they learned from the 1 series and watching Canon/ Fuji/ Sony, they should be able to produce a winner.
edit - speaking of leaked photos, just dropped by the rumor site. Supposedly the first leaked image of the camera in use.