I was also there yesterday, I talked to one of the Scion guys there and asked him what the price would be....he said that from the information he got from his dealership, it will be cheaper than a BRZ for about $3000-$4000 cheaper. I also remembered seeing some prices for the BRZ on this site with the premium model being 24k and limited being 27k (not sure on the exact numbers I have to find on the site to confirm). If Scion is saying that the FRS would be around 21k-24k (remember Scion only has one trim level, and you can add accessories to customize your car) I'd be one happy camper!
