Aside from the fact that Pentax does nominal advertising, if any, it is hard to find their DSLRs in most camera shops. Also, no big marketing campaigns around the holidays. When I was considering moving to a DSLR from my old Spotmatic, I thought about either Canon or Nikon. There is only 1 really decent camera shop in Baltimore, assuming you disregard the big box stores, and they only carry Canon or Nikon. The nearest dealer for a Pentax DSLR would be in NYC [B&H & Adorama] so hands on was not viable. Thom Hogan, a noted Nikon specialist has been banging the drum about Nikon's failure when it comes to the APSc format with a replacement for the D300. Mostly what Nikon has been doing is generating entry level APSc bodies with the 3000 & 5000 series DSLRs. It seems that Nikon is trying to push buyers upscale to the full frame cameras at a higher price point. He pointed out that many professionals use the APSc based camera because they are lighter in weight when backpacking. He recently posted what he called the replacement for the Nikon D400
Meanwhile, Meet the Pentax D400 | byThom | Thom Hogan. I currently have a K5 that I bought 2 years ago and will probably buy the K3 next year and use the K5 as a backup. What I like about the K5 and most likely the K3 is the rugged build of the body. You have to really go up price to get that build from Canon & Nikon. Not long after I purchased the K5, i was in one of our state parks and walking along the river bank. I fell about 3 feet into the river and was stopped by a boulder in the river. The K5 and the lens were wet, each had a small scratch on the body, but no other damage. Me, strained ligaments in both arms and a knee, scapes, and cut on both hands and my lip. I don't think either a consumer camera from Canon or Nikon would have survived the fall.
Jay