What I find fascinating is that it'll be the same sensor in the Phase One, Hasselblad, Fuji and of course Pentax, all at various price points ranging from $8,000 to $25,000. If Fuji manages a fixed lens walkaround version (35mm) at a more reasonable price point, things might get very interesting. Though Fuji has been making MF lenses for decades (they made lenses for Hassie as well), so I'm not sure whether they would launch a fixed lens camera. But if not them, I can't see anyone else making a fixed lens walkaround MF camera. Fun times! I hope it's an exciting camera.