Photographer Zack Arias writes a full disclosure about his relationship with Fujifilm:
They then think about it more and reach out to me to see if I would be game for being HIRED to go to INDIA with the new camera (X-Pro1) and shoot promotional photos with the camera. They’ll send a videographer along to film it and use that as promotional material as well. They pay a creative fee, usage, and all expenses and give me a camera.
I thought about that for one second and said I would be happy to do this job!