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A friend of mine is a life long Nikon user. He will never switch simply because of the money he has already invested into his systems over the past 45 years and Nikon puts out good stuff. When he picked up my K1 he was blown away by how the camera seemed to melt into his hand. He was extremely impressed by both the ergonomics and the images it produces. Like me, he is old enough to remember when Pentax was considered a "Tier 1" camera system.
I think that holding onto the screw mount system as long as they did, hurt Pentax pretty hard. If you went into a camera store in 1970 the screw mount as always listed as a negative thing, and for good reason. The camera and lenses themselves were highly thought of. If Pentax had brought out the K mount three or four years earlier they would probably be in a better position than they are now. The photographers who switched to systems where swapping lenses was faster and easier were not going to switch back. While Nikon was always a top tier camera the delay allowed other brands room to stake their claims.
Today, there are a lot of products being touted across the internet on various YouTube channels. A lot of these are paid endorsements and if you purchase the product using the link provided, they are probably getting a commission too. Some reviewers are up front about this, but many are not.