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I don't think they're clever and I don't know about product misrepresentation laws in other countries but if I bought an M8 in the UK based on the representations in either of these banner ads and then decided it wasn't sharp enough or robust enough I'd have grounds for misrepresentation and a full refund of my money. So, regardless of whether I should lighten up Leica should take care about misleading potential buyers.
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POS the ads are clear and unambiguous "How sharp is your picture? Extremely sharp" I fail to see what misrepresentation has to do with this & please define 'extremely' while you are at it.
Solid brass, magnesium, aluminium etc. vs. injection moulded ABS - no chance.
Meanwhile I fail to see what you are getting so excited about - the M8 is a phenomenal camera by any standards.