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…and why it means nothing at all for the EVIL cameras market while the camera itself is quite good?

First of all, because newly announced Olympus E-PL1 is not really affordable. Yes, it will be cheaper than any other EVIL on the market, at least till the midsummer, but there were and there are several DSLRs that are cheaper than $599 (that’s how much Olympus asking for E-PL1). Sounds good in the press release but could be considered like some kind of cheating.

The second is that Olympus E-PL1 is definitely simpler than all the previous Olympus and Panasonic Micro Four Thirds cameras but probably not the right way simpler. Take a look at E-PL1 rear side. What do you see? Exactly! A point-and-shoot.

While it seams to be a good idea to make a low-end bridge camera, which is supposed to be the link between point-and-shoot and DSLR cameras, to look like a point-and-shoot, it emerges a very important question: Is it right to treat Electronic Viewfinder Interchangeable Lens cameras as a bridge solution between amateurish point-and-shoots and pro DSLRs?

And the third, to summarize: Olympus E-PL1 is a great addition to Olympus line-up and the whole Micro 4/3 but it can’t shake EVIL market not only because it’s not the kind of product that shakes something but also because there is no real market yet. We need to wait for at least the second model in Samsung’s NX system line-up.

Thanks to Olympus, this waiting will be promising. E-PL1 makes market hotter and Samsung should consider to challenge E-PL1’s price tag or even a $500 mark.

So, the first of Samsung NX has just hatched. With a crack and pop sounds a dozens of hands-on previews have emerged. Most of them are just “I squeezed this lil thingy at the show, can’t post any pics though”. But some of them are real preproduction (beta firmware) NX10 previews.

What deserves the careful attention? First of all, the samples. There are not so much of them yet. Korean 1, 2 and 3. Next should be preview from DPreview and theirs own samples gallery. And the last but not least – Samsung NX10 vs. Panasong GF1 noise comparison here.

What’s great about Samsung NX10? Well, not much actually. This is the only APS-C EVIL camera on a horizon yet. It has a nice looking simple and sturdy body (yet not too compact and way too much DSLR-like). It has a normal pancake lens in a roadmap, and it will hit the shelves simultaneously with the first body. Colors are very “Pentaxian”. The several years of working with Pentax gave Samsung a good idea how natural colors should look like.

The rest little things are little. The picture a way too samsungish in terms of very aggressive noise reduction algorithms that are killing too much details. Also, the rumored price of $699 is a little too much for an entry-level EVIL camera, though it’s noticeably cheaper than any of Olympus and Panasonic Micro Four Thirds cameras.

The good news is that Samsung – unlike Olympus – is dropping their DSLR operations. I guess it wasn’t a hard decision since all they did was just copying Pentax cameras and rebranding Pentax lenses. So now Samsung will concentrate all digital imaging division efforts on NX system and the fruits of this efforts are promising to be really fascinating.