It occurs to me, (I occasionally have the odd thought) that 2 years ago Pentax could proudly declare that they had a commanding position in WR lenses and bodies, at least in affordable cameras. Since then Pentax has done little to market that advantage but the competition has recognized a selling point and moved quickly to take advantage of it.
I expected a certain amount of regrouping after the Ricoh purchase but it is sad to see a truly marketable advantage with clear cut features simply be ignored as the competition glides past. WR was one of those marketing concepts that PR folks dream of, easily explained, simple to sell, no competition, and difficult to refute. I can come up with a dozen ad campaigns...........
Sorry for straying off topic, but in my defense I did not mention the FF word.