XZ-2 is one of the Olympus flagship model. It has superb picture quality, a well-built metal and professional look design. However the competition of the prosumer market is very fierce. The features of other brands’ model are also very strong. To avoid head on comparison, we have to create a category of our own. Only a very simple and distinctive proposition and emotional appeal can set us apart. We think this is not just a prosumer camera, it’s an eye built for appreciating beautiful things on earth. This is the camera for those who have photographer’s eyes. They are knowledgeable and the camera know how.