![Two cameras are displayed. On the left is a Fujifilm X100V with a black body and labeled "Fujinon Aspherical Lens" around the lens. On the right is a vintage Pentax 17 film camera with a silver and black body, featuring "Auto Takumar" text around its lens.](https://petapixel.com/assets/uploads/2024/07/Fujifilm-and-Pentax-Not-Fulfilling-Demand-Doesnt-Build-Hype-It-Loses-Sales-300x157.jpg)
Fujifilm and Pentax Not Fulfilling Demand Doesn’t Build Hype, It Loses Sales
For the past several weeks, photographers have been expressing a recurring sentiment online: the lack of supply for highly sought-after cameras like the Fujifilm X100VI, Ricoh GR III, or Pentax 17 is actually a strategy to "build hype." That's absurd.