The X10 was my second digital Fuji, the first being the F30. My serious compacts journey has taken me through many, many cameras, almost all of which I still own. The X10 was special because of the mechanical zoom lens and decent jpeg output, with the ability to shoot accurately white balanced images in all kinds of lighting conditions. The OVF helps you forget it's a digital, in some ways.
Fuji Hong Kong created this magnificently artistic and somewhat unsettling commercial for the X10. It follows a schoolgirl who relentlessly documents her life and the strange things she sees. It roughly translates as 'I am a black cat, photographing everywhere. A psychedelic explosion. If a god of photography exists, I have seduced him'. That's gotta be one of the coolest ad slogans ever.