I recently attended a product launch for the Alpha 100. It took place in the old town part of a smallish town in the Home Counties/Middle England ( Stevenage for you Brits ). I will not make any comment on the technical specifications and will leave that to those who know about these things ( given my limited knowledge I was, however, impressed ). PLASTICKY - this has been a complaint seen on other forums. All I can say is compared with what ? Possibly if comparison is made with cameras costing 4 to 5 times as much. HERITAGE/LEGACY/PEDIGREE - it was immediately evident as to how much had come from Minolta especially as regards the Dynax 7 - at a quick glance it would be easy to mistake one for another. The Sony input was there but was more internal than external. SIZE - for me it was on the small size but then I think the Dynax 7 is on the small size if compared with say the 800si. MARKET - it occurred to me that it was not only aimed at the Minolta faithful but at newcomers to the DSLR market and of course existing Sony users wishing to upgrade and I think we need to bear this in mind - it is not just for us and this was confirmed in discussions with the Sony people present. I have tried to discount "sales-speak" in the following. TARGET - it seemed apparent that the first objective was to make inroads into the Nikon position ( note recent price cuts ) and then onto Canon and there was a degree of confidence shown in this. It seemed that Pentax and Olympus were to be "taken in our stride" - we will see. Now comes the SPECULATION. I angled a number of my questions towards the Full Frame aspect of the future. I made it clear that that would be the thing most likely to make me change. I also said that I felt that if they were going to match Canon they would need full frame - this was greeted with mock surprise. Then I mentioned the fact that out of some 20 lenses announced only about 4 were not 35mm ( i.e. of the DT variety ) and only 1 out of 3 of the Zeiss lenses. The response this time was "Umm yes" with raised eyebrows. Having used up a fair bit of their time I thanked them for their attention and as I left I received a sort of parting shot of "See you at the product launch in about a year or so then !?" Was it a sales promotion effort or was there more to it than that - I cannot of course say for sure but I would not now be surprised. Oh, how did the launch go. Well it started at 9 a.m. and when I arrived at a little after 12.15 a.m. I asked just that question and was told that they had arrived with 30 kits and had sold 24 of them already - not bad I guess. SUMMATION - I am allowing myself a degree of optimism Time will tell.