Actually, I'm quite happy for manufacturers to use different formats, as long as they ensure that there is a good spread of lenses in focal lengths that make sense for that sensor size/shape. It's something that consumers take for granted - consumer digicams come with sensors of all sorts of sizes, although nearly all are 4:3 aspect ratio, but the lenses are always matched in focal length to provide approximately a wide angle of 35mm or so in 35mm film equivalence. This is totally the reverse of medium format digital, until Mamiya and Hasselblad finally released their respective 28mm wide angle lenses. Up until then, photographers were restricted to 40mm or 35mm ultra-wides that were designed originally for 6x6 or 6x4.5 film.
I love my square 36mm x 36mm sensor, and I dare say that it would have been more successful as a sensor product had there been a decent selection of wide angle options for it, rather than people trying to use a 30mm fisheye that was designed for 6x6cm on a 3.6cm x 3.6cm sensor.
Which brings me to the point of how silly it is really to use millimeters to specify a lens' main characteristic, when what we really want to know is the angle of view, which is far more relevant and tells me much more. Grrr!
So I really hope that they ensure that there are decent wide options for it (the new Leica "larger than 35mm sensor" I mean), and in my mind, it will likely be a good selection of lenses in a timely manner that will make or break the format.
