lets also not forget that fuji sells a ton of smaller cameras AND makes their own lenses.....being able to apply their own existing tech and keep pushing forward and still treat the entire GFX line as a high end "gloss" line is huge....being able to make excellent glass and sell it at prices competitive to DSLR glass is another huge plus....
But that was already part of Fuji's DNA. They have been making good glasses at optimum price/perf for the film and broadcast industry since the eon's age.
It seems that it is a company that has a special skill to make the best products at best cost/effectiveness.
In a way, their current business model is not surprizing as it follows what they have been doing, but it is remarkable
And in tune with the sign of the time.
For what I've heard from Fuji's owner, they also are very dynamic in improving
Constantly their products with numerous firmware updates, a sport in which Sony is not good at,
To the point (I don't know if it is true or an exageration) that a Fuji product with the latest firmwares is like
A completly new model at no extra cost.
So they also seem to know how to settle their clientelle, keeping people happy.
(Pentax was good at that too (quality-price) but Pentax or Ricoh ignores mirrorless and ignores video, condemning themselves into a narrower niche).
