We are always going to hate this because it is targeted at the opposite market to the pro market. I think they put out the prototypes so they could gather input. I think they will end up with a rebranded NEX7, RX1 and A99. I honestly think they will sell really well based on the market size they are aiming at. Remember lots of the people buying the cameras won't have heard of the NEX7 because they don't give a ****. They just want the best perceived brand.