It hasn't been mentioned but Kodak has been calling its CCD sensors "Full-Frame CCD Imaging Sensors" since it started putting them on the market. So I guess Hasselblad could be said to be following Kodak's lead without any deliberate move to mislead the market.
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I doubt it.
When Kodak and Dalsa refer to their medium format sensors as Full Frame CCD's they are using the established standard name for the type of CCD technology used, distinguished from the Interline type of CCD used in video cameras, compact digital cameras, and Sony's DSLR CCD's. (Interline CCD's have extra "wiring" needed for video output, at the cost of smaller electron wells and so lower dynamic range.)
Hasselblad-Imacon is clearly using "Full Frame" instead the way Canon does, as meaning "not crop frame", on the basis that with the new 28mm HCD lens and the new digital only viewfinder adapted specifically to the "36x48" format, there is no reduction of maximum available angular FOV compared to H cameras use with film backs, no cropping or masking down of the VF to a smaller image size, no metering errors due to bright lights outside the recorded frame but within the 645 frame, and so on.
As I have said before, the sensor still crops all other H system lenses to a FOV about 13% narrower than they were designed for, so Hasselblad-Imacon's claim is still a bit dubious: "the glass is 87% full".
I am not a medium format user (since I stopped using my 6x9 format Brownie!), so I do not know how much of a bother that 13% is. The comparison picture for the Phase One P45+ back at the left here [a href=\"http://phaseone.com/upload/pplus.pdf]http://phaseone.com/upload/pplus.pdf[/url] suggests to me though that it is not a very big deal, except when one has payed a lot for the widest possible lens.
P. S. Perhaps we should stop attributing the H3D to the Swedish company Hasselblad, which no longer exists.
The H3D comes from the Danish company Hasselblad-Imacon whose management (e.g Paulson) is roughly the former Imacon management, in partnership with Fujifilm. "Hasselblad" is now little more than a brand name used on products of these other companies, like "Hasselblad" branded film scanners.
