Color me confused: m4/3 is about 22mm (actually 21.6) on the long side and Nikon APS-C is about 23..6mm on the short side - how does that make them equivalent? The crop-factor for m4/3 from FX is 2, for APS-C (DX) it's 1.5 - that's a substantial difference. It's 225 square miillimeters area for m4/3 and 368 square millimeters for DX (and about 860 for FX). Do you think most would care? Or even notice? Are we even sure many would want one? It appears that some are happy to upgrade within the same class and won't even go to a D7x00. Quite pessimistic outlook (not that I have been overly optimistic in my musings). If Nikon can't beat the original A7 right out of the gate - then they should indeed pack up and abandon mirrorless right now. The A7II didn't move the bar that much (the A7RII did compared to the A7R and the A7RIII moved it substantially again on the A7RII), so Nikon definitely needs to aim for something past A7RII (even if the resolution stays at A7II level) with their lower-end offering. And then they need to aim A9-type high with their high end. But I think much more important will be the lens issue - and that's were production capacity comes into play; even doing a halfway complete set of 8 lenses for one format will be a monumental task; doubling that for two formats isn't going to happen. And, naturally, with confidence in Nikon as eroded as it appears to be, who would want to be first in line to buy their "first" mirrorless? Do you have the feeling Nikon ever had a plan B? Nikon sure does - but there is another side to that equation - and those may not be willing to pay for expensive FX glass. Nikon attempted to get people to upgrade to FX with the D600/D610 and from all I can see screwed that up royally; both with the camera and with the lack of reasonably-priced lenses. The D750 should have been their first offering to get people to upgrade to FX - together with convincing arguments why someone coming from D3x00 and D5x00 should skip the D7x00 and head over to a D750. And convincing arguments for those moving up from D7x00 - which might be slightly different but could be a bit of an easier sell. Above there are two examples (Gary, Ken) why someone may not want to upgrade to FX. Heck, even I did so reluctantly - and in hindsight with the wrong camera (the D700 offered one stop higher ISO than the D300 and a bit of an improvement in the viewfinder department - that's it). That seems to have been Nikon's plan all along - given the sparsity of anything decent in the DX lens department. Might have helped to offer a bit more of an entry-level FX lens set too. For years, Nikon has paid the least attention to the enthusiast level amateur that was using high-end DX and might have been willing to upgrade to FX had there been something like the D750. No high-end lenses for DX, no adequate camera and only so-so lower-end (and even mid-level) FX lenses. Nikon was certainly catering to the high-end FX crowd with both cameras and lenses. And to the low-end DX crowd with yet another 18-xxx.