FiiO!
I love the name, it was very interesting even before learning the meaning to it. And how could someone not like "I believe I can fly," it's a great uplifting song! Too bad the song has been used for an ironic joke about people or things that have failed to fly. Feiao, the name and Logo are great for identifying your brand, you should be proud!
On the E12, I think it will be very interesting when it's released November/December (on the typical Western calendar, I'm mildly curious what that would be on the Chinese calendar?). Between $100-$200 USD seems reasonable for a product selling alongside the other portables, I'd assume that at its level of quality the price will have about the same relation to the E17 as the current E11 has with the E7.
I'm not sure I see the strength of the target market though... I understand that the E12 is going to be a very powerful yet very slim portable amp, but by the time a consumer needs such an amp, aren't they using a full-size headphone such as an AKG K702 or Sennheiser 650HD? My point is why would you use an amp and music source that fits in your pocket when it is made for headphones you wouldn't walk around wearing anyway? Feel free to explain.
That said, I do believe it is good for the FiiO company to have a "flagship" amp to make a statement about what they believe is a top-quality amp. Kind of like how the Bugatti Veyron car is a statement vehicle for Volkswagon, though it is completely impractical even to those who can satisfy any whim. Now, the E12 wouldn't be at that extreme, but it would represent what the engineers are capable of designing for quality while at an economy price unmatched by other portable amp boutiques. I think that, even if it wouldn't be as popular as the cheaper E6/E11 or a desktop amp, it would make a statement that will influence the market.
With everything I've said about audiophile headphones being more "Transportable" than portable (typically), I'm still considering the E11 or E12 as an all-around amp to use on the go with my car and closed headphones and at home with my AKG Q701... Or is the product lineup intended to serve me as getting an E9 or E09k for my reference headphone, while getting an E6 for portable use? Either way, I've been very happy with the L3, L11, and E5 products FiiO made for my needs so far
L11 feeding music from my iPod, to my E5, which gives extra juice to my car's weak receiver, has made it sound like I put in a whole new speaker system for just $35