Dear BJL,
I don't know where and when Sinar (or Leaf, if I can allow myself speaking for them), or even F&H have started a hype about this bigger 48x48 sensor coming: all these companies did was to mention the readiness in their respective Hy6/AFi brochures, which is a fact. I for myself have mentioned it once.
None of these company has started a talk about it, none of it has "played" on this to lure potential customers, at least not Sinar and myself.
I do not see here any "marketing-driven obfuscation" and wonder why talks/rumors/discussions by photographers in threads here and elsewhere are turned into being a company's marketing communication.
Best regards,
Thierry
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Regardless, I've yet to see an article on the HY6 that doesn't mention that it's ready for larger square sensors, so that information is coming from somewhere and those thoughts get transfered from reps, sales people, photographers and it continues.
I've seen survey's asking about square sensors and obviously someone is either planning to do it, or probably trying to decide if there is a market for it.
I doubt seriously if all those quotes could be attributed to Phase or Hasselblad and call it just a mention, or a sales point, but let's face it there is no reason to mention anything unless it's to boost sales.
The thing is, in the digital world, few of us that work with these cameras, softwares, backs, and computers really believe anything until it's on the street and ready to use, usually with all the bugs worked out.
Many of us here were early adopters and though learning and knowledge is power a lot of us did a great deal of free beta testing for the manufacturers, hoping they would get the product right, so the mention of a 48mm square sensor doesn't make me want to stand in line to be the first, but then again I'm not much for standing in line for anything.
If you, Phase, Leaf, or Hasselblad want's to get a professional's attention, then first start working on better previews and lcd's (not just bigger), open platforms that give us the choice to maximize our investment, faster lenses, in some cases wider lenses, easier workflow, lower cost storage, bug free software, high isos, or here's a novel thought how about a native 400 iso camera back that goes to a clean 1600 iso, that has build in nd filters to drop the iso down to 25, 50, or 100, without loss of quality.
As far as square goes, this is just personal opinion, but I loathe the thought of a square format camera. I don't shoot many album covers (are there still real album covers?), I don't hang a lot of stuff in galleries and I really don't want an intended horizontial shot of a face to be framed at the waist, anymore than I want a vertical ad to have the leg's of c-stands and flags in the frame.
JR