putting out new 135/85/50/24 glass is great, and i will buy a few, but it's not a reason to switch brands, and it's nothing new to photography.... maybe they've given up on that. i wish pentax would make niche lenses.... you can afford to be behind on af/video if you make the right glass... being cheaper and better is great, but maybe not enough to leap ahead of other manufacturers. right now canon is the only oem to make greater than 1:1 macro. every university in the country with an etomology dept, every natural history museum, all field entomologists, etc... basically have one choice, and all the students see one brand. ricoh could easily make a usb powered macro rail coupled with stacking software. make a specialized astro lens, make a 300mm 1:1 macro, make an 800mm f4 bazooka that's smaller than the current 560