Long term lurker, first time poster. I thought this might have been a pricing error, but I purchased last night and I got a confirmation for shipment this morning. $497 for the GX7 (which is the same as Amazon and Adorama currentl), but B&H also throws in a $100 gift card AND you get 4% rewards (to be received in the form of a gift card 40-60 days after date of purchase). So depending on your tax situation, it could be effectively as low as $377. My GF2 has served me well the last 3 years, but can't wait for this to arrive.