I thought there was something goofy in the price quote so I checked the Japanese site:
It's listed there as ¥70,000, which is about $860.00
http://dc.watch.impress.co.jp/docs/news/20110520_447248.html (It's at the top 7万円)
Sigma is not doing very well, and they cannot afford to miss with this camera. ¥9,700 would be an insane marketing move.