[ndjambrose]

Jamie - yes, that's pretty much my point, albeit lost in the depths of the chatter :-)

The M is simple to use. But that's not the same as easy to use. There's a prior requirement for some expertise before the camera will deliver. But, if one has the expertise, then it's delightfully straightforward because there are no interferences.

The observation I made early on in this thread is that a generalised marketing statement based on ease of use isn't really adequate or appropriate to an M, given the competitive landscape and proliferation of point and shoots. Ease of use has long since been redefined to something that an M is not.

Far better to have a campaign oriented around simplicity.