They made great cameras once, but Hasselblad have really lost the plot over the last few years and the Lunar thing is the icing on the cake. I loved an earlier campaign of theirs advertising Steve Mccurry as a Hasselblad H digital user, then showing a bunch of images all shot on film with a Nikon.
Steve McCurry shoots with lotsa different system including Hasselblad i.e the Pirelli 2013 calendar >
Also in their Victor magazine they showed Steve's images shooting Elephant w/their Mahoot in 'Nam, which I believe were also shot by H series. Their magazine used to highlight the creatives who has not shot with their product (they explained that it is all @ excellence), which is unlike other M.F camera sites. So they do try to do good, but can't please everyone. Leica does come to my mind, they make a good product but they sure do sneak in some rebadged products too. Lotsa designers sell their name - license their name too, same thing...
I really don't follow the outcry at all, as absolutely no one who has replied on this thread (yes, incl me) is a remotely interested in buying one, we're not the client nor do we know any who would be. Now days cars uses engine, .... from other brand so often it is amazing. Meserati's latest 2013 model uses Ferrari's engine, as Meserati is owned by Ferrari, so on & so on. Range Rover & Jaguar is owned by India's TATA, who also make the only car in the world that sells for US$2,000. People hasn't stopped buying RR, Jags or Indian mkt is not thinking for $2,000 we will have comparable to what Prince Charles is driving.
Different Mkt, different clientale folks. MBA 101 class guys. It is for those 'Nouveau riche' from China, japan, E.U, India. In China they have knockoff cars that look like Rolls Royce but not, BMW but not & people do buy them. These Lunar camera buyers certainly r not going spend hrs in PS or (excuse me) Capture One & have those huge unwieldy files from 40+ MP cameras. Give me a break guys.
BTW As great as Steve McCurry IS, but his images are artificially enhanced to nth degree. e.g would be on his site he has a section called 'Blue City'. I was there in mid Aug 2013, just for photography with Nikon D800E. That blue in Jodhpur has never been that blue period.