Originally posted by Pål Jensen Cheaper FF sensor also means equally cheaper smaller sensors. All you do is lowering the baseline for what camera costs. Lenses will continue to cost the same though....
For the last years, the sensor and the megapickels are no longer the main selling arguments. the VF size (no matter if it's EVF or OVF), the swivel screen, the burst rate, the AF, body size, the ergonomics, etc ... are now the main selling points.
That's what is changing the market.
If pentax succeed in creating a rather small (but easy to hold) body, big bright VF, with great ergonomics, no matter the number of megapickels on the sensor (considering in this case a FF one). In fact something different than the big two, it can be a real winner, a real showcase of the main idea of what is a Pentax camera.