Zvonimir Tosic: What is worst in this story, is that Sony is obviously flattered; a total underdog in photo industry comes to be heavyweight champion by throwing random punches around, and today, a former champion giving the newcomer the kitschy belt of the champions. His time has gone, but he's still around and asks the kid to take a picture together. And the new kid loves it, loves flattery, loves attention, feels invincible.It is Sony who has zero taste. Not Hasselblad; they are simply mocking them.
Sony is no underdog in the digital game. They've been at it a long time. They used to make all of Nikon's flagship sensors. Some say they still do.