I have to admit I was surprised at how much press Fuji got when they announced they’d be producing a “limited edition” of 10,000 black X100s. Really? A black camera is all that special? And even if it were pink, still, a color? I understand this as a marketing technique. Creating artificial demand drives up sales. But I guess I never considered (as a serious photographer) buying a serious camera because it looked cool. Since not much about ME has ever been considered cool maybe I am missing the point. Would you buy a camera primarily because of how it looks?

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