It's a capable camera but it doesn't deliver on it's promise. If Nikon released it just like every other camera release without any expectation and at a lower price point it would have been a regular camera that some would buy and everybody else ignored. That is not what happened though.
Nikon made a big hullabaloo about releasing a "pure" camera with "passion" and teased it with a bunch of videos:
https://www.youtube.com/watch?v=ZqOyCCqlUJsThere is a group of people who want one thing: a Nikon FM2 with a digital sensor. Nothing more and nothing less. It seemed like Nikon listened and made those people's dreams come true. It was perfect. Everyone was going crazy. Imagine your dream camera actually getting made. The levels of excitement were really high. The perfect storm for a company to take advantage of. Even people like me without interest in digital cameras were interested.
Then Nikon released the Nikon Df. A monstrosity that was just a Nikon D4 in a new coat of paint. It was nothing like people expected. It didn't feel like a film camera it just looked like one... an ugly one. You could feel the disappointed. It was worse than when Canon seemed to have listened to it's customers and was on the verge of changing their company for the better:
http://petapixel.com/2014/10/07/canons-big-see-impossible-reveal-promotional-website-huge-disappointment/It would have been better if Nikon used the great internals of a a D4 to make a small, simple, modern camera at a good price point for amateurs but they just fumbled it up. Just thinking about it from an economic perspective without objectivity: it was a bad business move. It's a fine camera which some people actually enjoy. If you don't care about the price and like the way it looks you will love this camera. Unfortunately for Nikon there weren't a lot of people like that.
>TL:DR People dream of a digital FM2 and nikon teased just something like that then it just released an overpriced, scaled-down, and ugly D4. 
