Andy,
I understand what you're saying. I'd like to see a Sigma SD9/10 photo next to a Canon 1Ds photo. Since there is only 1MP difference, I'm sure the Sigma will do amazing well, and everyone can save $6000. Right? The SD10 has more ISO range than a 1Ds, even.
Sigma reminds me of a local car dealership. By the time you leave their shop, you'll swear a Ford Pinto can outrace a Mustang GT. But then reality sets in, the false advertising fades away, you car is puffing oil smoke about a mile down the road, and you're stuck with a liability.
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"The name X3 comes from a unique capability that the Foveon X3 technology brings – the ability to capture three colors at each single pixel location..."
"The Foveon X3 breakthrough is accomplished by stacking three photodetectors within each pixel..."
Taking from those two statements, pixels and photodetectors are two different things. This is Foveon's own definition here. The sensor is NOT a 10MP sensor--it is a 10 Million photodetecting sensor, which has 3.34 million pixels. This is why Foveon is calling their sensor a 10M and not a 10MP.
Pixels are the picture elements of an image. A photodetector, is the TRANSLATOR, not the actual pixel itself (you can have as many "translators" as you want, but it still has to pass to a singular pixel location). The photodector translates light energy to electrical energy, to the pixel (picture element). The pixel understands electrical energy, and gives us what we call, an image.
Since Sony has made their 4-color sensor, they could make a 4-layer sensor and call their 8MP sensor, a 32 million photodetecting sensor, or a 32M 838. Just by that statement, Sony would sell a lot of cameras, and most people probably wouldn't even notice. That's the sad thing.
As Phil stated, Foveon is daring, and their statements are indeed, risky. Olympus is demonstrating some riske verbage themselves. But that's another story.
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