In the month of November, the Pentax K-x sales was ranked number five at the Japan home market for DSLRs:-
http://bcnranking.jp/news/0912/091208_16052.html
(in Japanese, Google Translation in English Here)
The market share was 7.1%, which is quite impressive IMO. So, I think it is just a success for Pentax/Hoya. Well, each time the Pentax DSLR models which I liked would succeed whereas the models I didn't like would not succeed. So? ;-D
(In fact, I always help/helped them to promote / de-promote!! ;->)