Why are people losing respect for Hasselblad? Because they have been a brand associated with extreme technical quality. The Lunar is embarrassing because it is a piece of jewelry that adds nothing in terms of technical prowess.
If Bulgari had made the Lunar it would not have been embarassing. (Then it would just have been an ugly camera.)
This must be the stupidest thing I have seen a company do in a long time. Total brand suicide. I can only laugh and hope that they pull out quickly before they do permanent damage to the brand.
On top of everything else the camera is also darn ugly. What on earth were they thinking? This camera is nothing but an insult to the current customer base of highly skilled professionals.
(I am swedish and I can guarantee you that this was not designed in sweden, if anyone wondered.)
Nelson Tan: What's the sensor size?
Another example of a company that fails to do the right thing because they are trying to protect their existing products. Long term this is always a failing strategy. I bet Olympus, Panasonic and Sony feel pleased today.
Nikons mirrorless will always be known as the system with not so good image quality as some other alternatives. There is currently no sign that this is significantly compensated by lower price, faster lenses, or smaller size. They will sell some, but this system will not be a success. Ten years from now this will be seen as a failure.
djsphynx: First sentence seems to be missing something... roughly what?