Smart. Good that they're trying to stay current and fashionable. Not sure that the three people are the right target market though; most people that I know that are that age don't have room on the VISA card for a 5D2, let alone a Hasselblad. But hey, what do I know? After all, isn't the whole world turning into a Bravo channel reality show? I guess Hassie should too, to keep pace.
My advice to Hassie is to get their stuff into the rental market, rather than trying to be Project Hassy... Follow the money.