It's really a question of what is the most sellable aspect ratio. 1:1.5 seems restricted to 35mm and personally I find it too tall when used in portrait mode. Consumers seem content with 1:1.33 (most of those P&S digicams, also matches most computer monitors), but personally I would prefer an aspect ratio that needs no cropping to print on A5, A4, A3, A2, A1, etc, similar to 5x7", or 1:1.414. So my preferred sensor would be 25x35mm, rather than a square 30.6x30.6mm.