This is pure exploitation of the Hasselblad's brand capital - a classic move by short sighted MBA types who don't plan to be in it for the long haul. HB built this capital up over many generations and the sad thing is that once this capital is spent, it's gone forever.
True."I have long held a desire to enable every fan of the iconic Hasselblad brand to have the opportunity to own one of our cameras. Our mission remains focused on the development of exceptional products at the very top end of the market segments in which we operate. The Lunar camera extends the ongoing partnership and cooperation strategy with leading companies around the world."Hasselblad CEOnext year they will do tripods, bags and coffee mugs.