Originally posted by RonHendriks1966 Well everyone is talking about a pie, but I think the medium-format is more like a miniature cupcake in the cameraworld.
While that is very true, it gives Ricoh a chance to be top dog in at least one market segment which is a whole lot better for corporate pride than being an insignificant part of most other segments. The Ricoh/Pentax camera division has been called a hobby business in terms of its overall place in the Ricoh corporate structure and the same is probably true for the Fuji camera business too. In both cases the only thing on the line is corporate pride since success or failure will barely make the tiniest ripple in the parent companies bottom line. I think for both companies the only reason to be in the game is to show off what they can do. Fuji is already doing that and I think medium format is one of the ways Ricoh has chosen to do the same. It is why Volkswagen chose to lose money on every Bugatti they build, even although they also own Audi, Porsche and Lamborghini.
If Ricoh really want to get serious they will need to add some new leaf shutter lenses to the 645 line-up and get some bullet proof tethering software since they seem to be the major complaint against the 645D.