A lot people are wondering what is the product and why a professional photographer to make an annoucement. A lot of people talk about Pentax's lack of marketing but here we are all gabbing about what their little event will be announcing.
To me, the announcement is not just about whatever product is coming up, but the fact that Pentax under Ricoh is now actually being marketed... I was recalling how the Pentax rep spoke about doing teasers for the full frame in the Imaging Resource interview with Pentas at CP+ 2015:
KS: ...yeah, release the lenses. So our marketing/communication team had the idea: Why not start a teaser?
CP+ 2015 Interview: Ricoh’s investment in Pentax, full-frame strategy, lens plans and more