Leica pretty much took the world by storm with the 35mm camera, and manufacturers haven't looked back since. In the film and digital realms, 35mm has been the mainstay for any serious photographer, however, it is also true that those who wanted a little bit "more" went medium format. This tended to be the mark of certain professionals with a price tag to match. So, why then is Fuji capitalizing on a digital market that Pentax seemingly had at its feet?