Yea, the Celica and the MR2 have been around for a while, and i'm guessing this is exactly why Toyota is now building the Scion brand tC. Diversify the market and you're sure to win more customers. I believe Toyota is going to be a mid-level brand, between sport and luxury - Lexus it the high-level (obviously) and Scion will be in the lower-level lower-price market. This will be interesting to see how it progresses, because the new Scion's that come out will most likely be new and innovative, something they can play around with, whereas Toyota and Lexus have a little more of a standard base. But, things can always change!
I live in florida and i'm going to be on AA Forums all dayy long with those hurricanes running around all over the place.