and the 1DIII, 1DsIII and D3 aren't?... different horse for different courses... they each have their own usesthe S2 is for serious professionals dude.. probably more suited for portraiture and fashion photograhy. they're trying to battle the hasselblads, the mamiyas, leafs and more. how can you compare it with the DSLR market which has not been successful in that high end part of the market?