[Brightcolours]

 

 

I'd be curious to understand their rationale, anyway. Clearly, they have less competition in the FF. But how do they think to move people to FF? Hype? Real need? Actually, I think the only need for FF is shallow DoF (which is a key point for some styles) and better quality at higher ISO (a key point for only a niche, I think, a good feature for many, but not so important). Can this really move the market? And last but not least: is this a deliberate plan since the beginning, or things aren't going like they planned?

Of course hyping stuff can do that.

Two examples:

The DSLR hype. Many people were buying a DSLR because they told themselves they wanted a "serious camera". Part of those never needed a DSLR, or never got passed the point and shoot level. 

 

And then there is the silly high DR craze. Most forums are focussed on high DR sensor measurements, while most people do not get that they never will see the difference, or use the hidden-in-RAW high DR numbers.

 

So, yes, high ISO performance will be a consideration for many, even if rationally they will not need it. And that they won't even understand that equivalent ISO brings FF and APS-C close together.