this is aimed at the masses. Just like the mp3 is aimed at the masses. Quality can take a back seat as the masses don't know quality when they see one. Functionality is king in the commercial masses world. So give them something low quality, interchangeable lenses (functionality ie. wide angle, long range zooms) and put in some branding to justify the high price, and you've got yourself a winner. Price is not an issue these days, in the asia pacific market that is.People in this forum thrash this because they are discerning folks who care about IQ. Not so the average Joe out there. DOF ? if folks are happy with camera phones, what's DOF to them ? they just need interchangeable lenses.