this kind of lousy location, pigeon hole size, more than half a million?

Subang have Empire, Soho (coming soon), First etc.. need to go that far? 

I beg to differ. Comparing apple to apple, simiar concept like Icon, you have
1. Upcoming paradigm residences 800-900psf.
2. Tropicana garden 1200psf
3. Tropics at tropicana mall 800-900psf - mind you this the current sub sales price
4. Surian damansara 800psf- 900psf- sub sales
5. Setia Eco city- 1400psf??
6. UOA Bangsar south - 800psf?
7. Tropicana Metro Park - 700-800psf. Heard new phase they going to price it @ 900psf!
8. Around the vicinity you have zenith @ 650psf?
And the list goes on.

As for Mah Sing, I'm not sure whether this is the right strategy for them. They launch soho, sovo, sohai and residences first before they build mall and hotel.
Imagine if they reverse the sequence  meaning they build  hotel and mall first, what do u think is the asking price for residences unit? Sure sky high bro! At least this leaves us some  room for cap appreciation  before the hotel and mall completes.
Not to forget, they will have dedicated ramp, to and from Federal Highway.
Of coz, if the scew up, habis la but as this is their flagship development, I think they die die also must make it successful.

street mall or street boulevard actually not easy to manage...really hard to see successful project....

just can give 2 examples successful project...1. Giza Sunway @ Kota Damansara, 2. The Street @ The Curve Damansara Mutiara...