Originally posted by interested_observer In the beginning of the video, the Pentax representative was talking about the sensor, size and density along with the costs. He indicated that the economics prevented them from bringing the 645 to market earlier (with apparently an 18MP sensor). When the sensor price of the 40MP came line with their costing model and marketing model, they were able to build and sell it.
Pentax has their cost models, and when the numbers align, they apparently will produce what they think will sell (at their market price), at an acceptable build cost point. Based on what they have been saying about the 645 for years, they are very patient waiting for their cost model and market prices to align with technology.
So, as they have hinted in the past there will probably be a full frame, but only when the numbers align, not necessary when the users say they need/want it.
Different analysis from the FF debate.
With MF, in order to justify the added material costs, support, and entirely new lens array, the investment had to have clear separation from even near-potential FF offerings. 18MP wasn't going to do it. This is a market with small share, but high demand. Therefore high potential profit.
The core of the FF debate differs in that FF competes with commodity-priced APS-sensors that can, and do, share a lens mount. There is very real potential for FF to drop its price points into reach of higher end APS-C, eliminating the APS-C sensor from high margin sales. This will crimp APS-C production, giving more capital to FF, and so the cycle continues.
This will not happen with MF as the sensor size, body size, and legacy lends to a separate market with enormous price differentials.