I still think they should have started with a film faster than 100 if capable of it. There is NO other competition left in new film, just remaining stock of Provia 400X. With a 100 speed film they are going head to head with Provia 100 and Velvia 100. If it's significantly different than either of those (lower contrast like Astia would be my hope) it may stand out, otherwise they'd have to compete on price.