Originally Posted by mattdm 
If full-frame wins the day, I don't think it'll really be on image quality (even though that claim is true) but because Canon and Nikon will see dumping huge amounts of marketing money into it as a way to shake off the pesky little companies. (As they're trying now with their campaigns for lens-based SR.)
Heh - As a Pentax marketing arm, I'd have a field day with that campaign for lens based IS - I can envision the perfect commercial - hire the same actor that appears in the C/N ads touting lens-based SR and have him bragging to the guy next to him (a Pentax shooter) about how great it is. Then have the Pentax shooter tell the C/N guy how great his IS is. And have him pull out a 20 year old lens and point out that IT is also IS, and then pulll out another lens and remind him again that THIS one is ALSO IS, and so on until the C/N guy gets curious to try it out/gets exasperated with how much he pays to get only certain lenses to be IS lenses.
