Originally posted by Rondec ... I don't see Sony seeing full frame SLRs as a competitor to this camera.
Yes they tried that with their own SLRs for several years and it didn't work. They couldn't make headway against the big two. So I guess they have nothing to lose by trying a different approach. Lesson here for Ricoh, perhaps. They have little to lose either, imho. Panasonic GM1 to Q, D5300 to K30, the Sony A7 line, new lenses from others with motors et al to ye olde screw-driven 55-300mm - it's not been a good week for Ricoh really. Also, Sony have produced two new cameras, not one. It's been a long while since FF could mean just one camera. You need at least two bodies, I would guess, pitched for different uses and different pockets.