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They look incredible in person...I think its a cool car. Definitely a niche car, just as the 612 that it replaced was. They are BIG money too...you're average first time Ferrari buyer is not the target market for the FF.
The car definitely isn't a "hatchback." As hsacutocrosser said the car is more related to the likes of a Panamera or an Aston Martin Rapide, the car is huge...its actually longer than Panamera.
If you get a chance, check one out in person...pictures really don't do the car any justice.