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The trick is Fuji announced a release date that is 4-6 months off their internal real date. Then they watch the backorders pile up to gauge demand while they finalize the production. Then give 10 hand-built cameras to top reviewers to stoke demand further & not be seen as lying.
In a way it’s pure genius. It’s not a crime to suck at predicting demand or production timelines. Any claims of deceptive marketing can be met with production “setbacks”, and it powers demand like crazy to have everyone backordered and slobbering on that one review at FStoppers.
The real risk though is from competition releasing a reasonable alternative earlier. If you were on backorder for 3 months and Sony released the A7RIV (67MP with 240MP mode for $4k) you’d just cancel your $10k 100MP Fuji backorder and get the 270MP Sony for 1/3 the price.
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