It looks like a cross between an AR and a SIG 556. While I think $2,000 is a bit high for any factory AR (even the SIG sells for less), it will probably sell for several hundred dollars less than MSRP, hopefully more. OTOH if you were to buy a Bushmaster, M&P or even Colt AR then upgrade it with most of the features already found on the Ruger, the cost of the gun would soon go well over $2,000. Also, it's highly likely the gun will retail for closer to $1,600 plus or minus, which really makes it a very good deal for a nicely tricked out AR. FWIW, it seems the suppliers of most of the guns parts are not your entry or bargain level suppliers but top quality manufacturers, so you could easily spend as much for the "extras" offered on this gun - which are standard on it, at least for now - as you would on an entry level rifle itself. If Ruger has worked out all the bugs BEFORE the gun's release, it could actually be a bargain in todays AR market.
I've been kicking myself for not buying an M&P last November when they were selling for $900. They are currently in the $1,300+ range around here... when you can find one. If this new Ruger sells for only a few hundred dollars more than "regular" AR's and has all the high end features listed at the Ruger web site, it may well tun out that it was worth the wait!