Nikon announced their new flagship SLR, the Nikon D4, to much anticipation made long unfulfilled by last year's tragedies (Japan earthquake, Thailand flooding). I would, of course, love one, but with a price in Japan close to US$8,000 and Santa not scheduled for another 11.5 months, it looks doubtful.
Anyway, I'm in the process of reading the D4 press release and am left in wonder by the ultra thick spread of marketing fluff that I don't recall in earlier Nikon releases. For example, talking about the low-light ability, they say:
which is just fine — the use of phrases like “sovereign” is strong when used in limited doses — but then they continue with:
“Excel in any situation”... what does that even mean? The entire sentence could have been replaced with “Pixel size is 7.3µ.” and it would have retained exactly the same information, while shedding the smarmy, fake feeling that makes me want to shower before moving on to the next paragraph.
I'd really love to chat with the person who wrote/approved this, to find out what beneficial effect they actually envision this kind of prose has on what kind of people? To me it's the textual equivalent of Tammy Fay Baker makeup.... I just don't see this kind of writing as anything other than a total failure in every respect. I'm not even half way through the press release, but already this kind of crap has been laid on so thick in paragraph after paragraph that my desire to vent about it actually eclipses my desire to know more about the camera (and hence I'm here writing this post instead of reading further). Bravo, Nikon Marketing, bravo... that's an amazing feat.
I'm excited to go on to find out more about the camera, but all I can do is hope that camera was designed by brighter minds than Nikon has in their marketing department.