1. In partial defense of Hasselblad, it always said "48MM Full Frame", carefully not claiming to fill the full 645 film frame. So now Hasselblad is splitting hairs over a 1.08x crop factor in order to accuse Phase One of exaggeration,
Medium format has finally done it, they produced too many pdfs, claiming what is full frame, what is not, why one size is better than the other, (and they all at one time or another called something that wasn't full frame full frame), so no finger pointing at Hasselblad . . . they all have done it.
They even make up new formats, True Wide, 48mm Full Frame, real 645 full frame, now we have the Hasselblad HCD crop. Cool.
So I wouldn't worry if you bought a 28mm hasselblad lens and the next sensor is larger than full frame full frame, there will just be a pdf produced that explaings it, which is a whole lot easier than actually making a new lens.
Now with Leica we have a traditional 35mm, (hey their words not mine) shape in a medium format camera. Well, I guess I should say a medium format prototype camera and if they decide to change the frame shape tomorrow, no problem, just write another pdf. But Leica can be forgiven for making a big 35mm camera because it will have the best image quality in the world, (once again their words, not mine) though I'm sure their strategic partners might take a little issue with that last statement.
I Can't wait until I'm at the next dinner party and somebody asks me what type of camera I use.
I'm goiing to say, well right now I'm using a 1.26 crop medium format but am looking forward to the 48mm HCD crop which I plan on replacing with either the true wide or the -8mm Full Frame 645 crop. I'm just waiting for the PDF's to tell me I can go pick it up.