I must agree with all of you who question Hasselblad's reason for their 645. There have been magazines in the 645 formar for years. It's all marketing. I was shocked when they came out with the "colored" Hasseys. It's a way to make a few more bucks. What hassey user with a yellow camera will EVER use a blue back? That means more sales of new backs. Frankly I am a little disappointed with hasselblad and their "new items". I've been a hassey user for over 40 years and have just about all of their lense's as well as their acessories. I'm very proud of my black bodies and I am always happy to talk with those that see my cameras know that the name as always meant quality.