Not sure if anyone knows the definitive answer, but I was wondering... Why was the Hasselblad XPan manufactured by Fuji but marketed as Hasselblad? Whose idea was it? Did Hasselblad come up with the concept and just get Fuji to do the manufacture? Why then was Fuji permitted to market it as the TX-1 / TX-2? Or was the camera Fuji's idea, and rather than market it themselves in Europe/America, they just offered it to Hasselblad? Why would they do that? It's not like they are an unknown brand - they already had plenty of market recognition and a presence in these territories. Or was the entire project a pure joint venture? Again, why would they have come together for this project? I don't really understand why either company needed the other, or needed a joint venture. A similar thing happened around 2008 or 2009 with the Fuji GF670 and GF670W which were, I believe, manufactured by Voigtländer, and marketed in certain territories as the Bessa III and Bessa III W respectively.