PetaPixel Fujifilm and Pentax Not Fulfilling Demand Doesn’t Build Hype, It Loses Sales


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Two cameras are displayed. On the left is a Fujifilm X100V with a black body and labeled Fujinon Aspherical Lens around the lens. On the right is a vintage Pentax 17 film camera with a silver and black body, featuring Auto Takumar text around its lens.

For the past several weeks, photographers have been expressing a recurring sentiment online: the lack of supply for highly sought-after cameras like the Fujifilm X100VI, Ricoh GR III, or Pentax 17 is actually a strategy to "build hype." That's absurd.

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