What I don't understand is the average person has no idea what a Hasselblad is. And the people who do know what a Hasselblad is are pretty into photography so they would never overspend and buy a disaster like the Lunar. The market for something like that is tiny. It is a money is no object I will drop thousands on something I don't even understand crowd. I personally only know a tiny number of people like that. None of my doctor, lawyer, banker friends would spend that kind of money without knowing exactly what they are getting. They might be frivolous about $600 but not $6,000. Hasselblad has a really piece of junk on their hands.