Originally posted by mikeodial This means using the best glass Pentax has access to and photographs that represent the final production quality of the K1.
But it also means superb post-processing and posting high quality image files on a good server. If Ricoh is posting highly compressed, scaled-down jpegs (and who knows what kind of algorithms/programs were used for this) just to save on server costs, then the photos will not look impressive.
Oh, and it is also important what the subjects are. Taking a photo that
anyone can take will not impress a lot of people. This is why Nikon gives their cameras to top notch photographers and then gets to use some photos as their advertising. While we know that it is the photographer and not the gear that makes the image, many people do not. They think "good photo? good camera!" Taking a photo of a leaf hanging from a tree branch is nice, but it is a common motif and will not impress a lot of people. Take that leaf and have Heidi Klum hold it between her toes while she does a headstand?
That will impress people. They won't forget that photo. Even if it is technically no better than the photo of the leaf on tree.
Marketing 101