Possible attractive to some people, technically lowers the value of the camera to under 1000.

gets you a flash, case, and batteries

Sony Cyber-shot DSC-RX10 Digital Camera (http://www.bhphotovideo.com/c/product/1009156-REG/Sony_DSCRX10_B_Cyber_shot_DSC_RX10_Digital_Camera.html/BI/2855/KBID/3801/kw/SODSCRX10B/DFF/d10-v2-t1-xSODSCRX10B" target="_blank)

It's unfortunate we don't have a b@h store around these parts, we never get to see these kind of discounted bundles.