I have no doubt that the following conversation took place in Solms a couple of months ago. You can do the accents.
A. "What are we going to do about the IR? They wont like being told they have to use filters. Or having their lenses coded.
B. "So let's not tell them. Not at first anyway."
A. "We'll hear the noise from here. All over the web!"
B. "Good. It'll get lots of attention, the sort of advertising we couldn't buy."
A. "We'll have to say something though."
B. "Yes, of course. We'll say that we're onto it and we'll get back to y'all in a couple of weeks. In the meantime they'll work out that we actually know what we're doing and that the solution is to use IR filters, of course. Having worked this out amongst themselves, the poor dears will settle down and get used to the idea that expensive and hard to get filters and lens coding is part of the deal with such excellent imaging in a handy M sized package."
A. "And then what?"
B. "Once they're ready, once we're seeing 'Don't change it!' messages, we chime in with 'the solution', which is a discount on filters and coding if purchased with a new M8. Of course we look after the 'pioneers' too."
A. "Brilliant!"