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I love the concept of the new Hasselblad. It really is innovative - the first ever mirrorless MF, a shallow body with much of the flange depth in the lens - very interesting. The devil is in the detail of implementation (I haven't been totally impressed by other mirrorless systems so far). I guess the sensor is the same one as in the Pentax 645z? The problem with that camera is that once the images are online or in print, the public cannot tell the difference from Nikon D810 images. That is why most studio pros use the D810. I see half a dozen D810s lying around in every pro fashion studio I go to. If the Hasselblad can produce output that is visibly different/better, pros will definitely buy it. I predict it will be Hasselblad's largest-selling camera.