The Hasselblad HV camera body is machined from high-grade aluminum and is finished with PVD, which is apparently created from “high temperature vacuum evaporation and plasma sputter bombardment processes.” Hasselblad says PVD hardness is second only to that of diamonds.
The camera ships with the Zeiss Sonnar T* 24-70mm f/2.8 lens and a hardshell, Pelican-like case. It retails for a whopping €8500, which converts to about $11,500 USD.
Other than the fancy materials, the Hasselblad HV remains a Sony A99 underneath.
For comparison, you can buy the Sony A99 right now with the Sony battery grip and HVL-F60M flash for $2798. If you wanted to spring for the Zeiss 24-70mm lens, it will set you back another $2K. For less than $5K, you can have all that Hasselblad offers you (for more than twice that price) and get the battery grip and flash to boot.
You can read more about this idiotic camera here on Hasselblad’s website.