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Wait, what are we pissed about?
That a consumer P&S camera looks like the old 110, is called the I-10, and isn't their idea of what a digital 110 should be?
What if it had been called the Pentax ASDFHU? The Pentax CCMIUHB? The Pentax It's Just A F*cking Point And Shoot, Get Over It?
Then again, maybe it was named after the IJN submarine
I-10, which was sunk off Saipan by the destroyer
USS David W. Taylor and destroyer escort
USS Riddle on the 4 of July, 1944.
You might have some genuine complaints about depth rating and durability, then, come to think of it.