37x37mm is an old format, nothing exciting. It's basically from the stone age in digital terms.
First the Kodak Pro Back, then the V96, and there's about 2 or 3, (or 4, or 5, or 6) more backs with this size chip, including the newer 503CWD package. We need something bigger. After all, it's called "Medium Format" digital for a reason. I'd rather shoot with Canon than spend money on a 37x37mm chip.