TBH, I'm a bit worried now. I reckon that spec sheet was a sales training sheet, and if Toyota think that it's main competition is going to be the MX5, RX8 and CR-Z then we're looking at around a 50k min. Cheapest MX5 is around 48k, RX8 is around 60k, and CR-Z doesn't have a price yet but I reckon it'll be late 40's (given that it's a "sport" hybrid).
I have to say, if it comes out more than 40k then there's no way I'll be shelling out for it. I've followed this for 3 years but 40k is too much. I'd wait for the price to come down or I'd just pay an extra few grand for a WRX (as bad as that sounds).