Originally posted by and marketing gimmick, I dunno about that.....
If FF is a marketing gimmick then MF is also a marketing gimmick. Of course, if it was then pros would not be paying 30000 USD for MF backs.
You can argue if APS-C is good eanough or not, for many/most it is, but FF is better.
Maybe I should have put a smiley. 5D and 1Ds Mark II are awesome cameras. But the whole notion of Full Frame, puts the seed in people, of why they should have less; when they could have the Full Frame. (And the Canon white pages goes to lengths, as to how much of the “frame” you loose by going for crop sensors).
When the truth is that APS-C and APS-H have distinct qualities, a smaller weatherproof package. In-camera IS. Smaller and lighter lenses, etc.
(Before I looked into it, I was sure that the day I went digital, I was gonna go for FF).
My point is that Phil found the D2Xs a better value than the 1Ds Mark II. And the D200 a camera above the 5D. But IMO, Nikon couldn’t help but loose, because the wealthy consumers, would feel that they got a lesser deal with Nikon.
Hence from a Marketing perspective, Nikon had to go FF. When in reality, the D2Xs was a formidable camera, and more than most amateurs could handle.
Medium Format was always the name for the 645, etc. So nothing special there.
But it was a masterpiece of PR, to name the 1Ds MII and 5D Full Frame. APS-C was there first in digital SLR, so they could have called 24x36 format, for 0.83 crop