QUOTE: I feel that Panasonic need a full frame sensor flagship model because there is a cultural issue with customers who think bigger is always better. No matter how good the GH3, the Lumix brand will always be seen as being lesser than Canon and Nikon without that fabled full frame camera. Even if the margins are very slim and the resources required to develop a whole new lens range significant, a full frame mirrorless camera from Panasonic would have a halo affect on the whole range from top to bottom. I couldn't disagree more. Panny lost nearly $5b this past financial year, $25b accumulated loss over the past 5 years. The enormous investment to develop a FF camera and lenses from scratch would be financial folly. A far, far better uses of scares resources is to put it into making even better GHx cameras and lenses. Panny is in niche of two and can help take it mainstream. To cut back on investment here in order to compete with Canon, Nikon, Sony etc on their FF turf from scratch for the sake of a debatable halo affect would result in us all losing.