If I look at K-3 Mk III I would say it is anything but kawaii

more like Gundam, and with telephoto more like gundam with big gun

But yeah, I suppose the idea of Pentax being "unique" company where you go when you want something that is not standard or the same as anyone else has to offer is a good one.
I read deep and if it interpreted text good it seems that they want to make something easy to use, for young people (so not current Pentaxians :P) but still having manual winding. So a compact with full auto exposures and manual film winding?
I am more excited about this camera, even compact, then I am about K-1 Mk III or new lenses (other then new telezoom).