Finally, we don't have to bargain heavily for a 20+ year old Minolta 50mm F1.7! Sony, have launched their affordable 50mm f1.8 lens for us all ... except that it is not a full-frame lens. Anyway, if you can afford a full-frame camera, you the little extra for the Sony 50mm f1.4 wouldn't really be noticed. For the rest of us, rejoice!
Canon and Nikon have always had this affordable large aperture prime lens and it was a bane for many Sony DSLR users whose choices were either a 50mm f1.4 which will cost them 3 times more or a very old Minolta 50mm f1.7 that will cost them about the same or more than a new equivalent for the Canon or Nikon.
The recommended retail price (RRP) is USD150, which means that on the street, it will probably be between 15-20% less, at around USD120. This is still slightly more than the Canon's and Nikon's offering for the same specifications, so will have to wait and see if it will be available at USD99/-. I am almost sure that this lens will be the best selling lens that is not part of the kit lens. I for one, will be getting one as soon as it is available at the right street price ...
For sample images, you can have a look at this flickr site.