There's been differentiation in camera brands for a long time, with none having a monopoly on good or innovative features - and that's been great for photography - but even then, many great brands, still making great cameras, have been lost. Those that ave survived, deserve to survive, and Ricoh management have done well to see that Pentax is a brand that deserves to be there - and built on it! They have recognised and played to Pentax's strengths and produced a worthy Full Frame camera which, I strongly suspect, will only gain in reputation as time goes by. I think it would be an exciting time to work for Ricoh and I offer them unreserved thanks and congratulations.