Canon jumps in ...commercial printing business

Maybe Canon knows something conventional wisdom does not know? PDN Pulse notes that Canon Japan has announced a commercial photo printer, the DreamLabo 5000! This will come out in September 2011. Japanese website DC Watch Impress (computer translated) has a picture of this monster (larger).

Does Canon know something we don't know, or expects something we don't expect? Or do they think the current print lab manufacturers are "vulnerable" and they can take them on/off?

UPDATE: Lots and lots of pictures from the Japanese presentation under February-15-2011 at Digitalcamera.jp (they do not have permalinks so if reading at a later date, page-down or check their archives)