As much as in my selfish way I am opposed to the way Hasselblad direct their business I have to say that upon deeper reflection on this subject I think that from business prospective they are making the wisest decission under the current market conditions.
Well, it could work. Look at IBM--they initially captured and essentially owned 90+% of the personal computer market by creating an "open standard" that anybody could build to. Then they decided that they were tired of other companies leeching off of what they'd created, so they introduced a new series, the PS/2, that closed the architecture by using a proprietary bus, the Microchannel Architecture (MCA), in place of the standard "ISA" bus they'd used on earlier models. By doing this, they forced everyone into their proprietary architecture, and recaptured 100% of the market.
Edit: Oops, a Google search reveals that what I just described are projections from the IBM marketing plan as it existed prior
to the PS/2 introduction. In more recent news, it seems that IBM has sold off the remants of their PC business to some Chinese company I never heard of...