Hasselblad, the company, has been bought and sold multiple times over the last 30 years. The so-called 'leadership' of the company has been caught flat-footed and out of touch for many years, and the idea that they could take a Sony NEX-7, add a wooden grip (lol) and some fancy bodywork and add thousands of dollars to the price was basically, an internet-wide laughingstock move that tickles the funnybones of thousands, and angered many who saw it as what it was--an attempt to leverage the good name with a cheap money grab move.
The company's PR spin when they launched that monstrosity was pretty amusing. Especially since it came out in the face of basically, universal ridicule and condemnation.