Although I have a deep and abiding respect for the many marketing people without whom I could not do my job, I have to wonder at the sanity of the marketing genius that came up with the name for Pentax’s previous line of digital SLRs. The name, “*ist”, was explained to me by a marketing guy from Pentax UK, and to be fair he thought it was a bloody stupid idea too. The asterisk is a wild-card character, you see, and the –ist part is like scientist, or artist, or any other sort of –ist, so with the wild-card it means the camera can be anything you want it to be..



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