How can that be a bad thing?
Destruction of brand credibility, potentially hurting its sales in the long term. If they make obviously over-priced pimped versions of yesterday's camera technology, at least I start to doubt their honesty, which in longer term can hurt the view on their medium format cameras.
I hope that the Lunar turns out to be a financial fiasco so they'll stop murdering their brand. Hopefully not so bad financially that their are brought down on their knees though.
I'm a Swedish citizen. Sweden is a very small country and we feel pride of our internationally known companies, so it hurts to see Hasselblad do something that surely makes Victor Hasselblad turn in his grave.
However, this new release of a real camera with new sensor technology in their MF range is very good news indeed. Maybe the rumoured IQ250 will steal the show anyway, we'll see. My guess is that it will be as usual, IQ250 will be substantially better digital back (with proper live view, battery in the back, etc), but the H5D-50c will be cheaper and (arguably) mounted on a better camera body.