Just opened my latest Shutterbug magazine to see Fujifilm using a familiar phrase as the headline for their X100 ad: "The Camera Redefined" (if you've not been following the plot, look through the article names in the left column).
Nice try Fujifilm, but the X100 is really The Viewfinder Redefined. The camera? Well, you still need to work on refining that part.
However, since many of you think I only write negative things about Japanese camera companies, and especially their marketing, I should mention that FujifilmUSA at least seems to be attempting to resurrect benefit marketing as a core in their campaigns. They actually present a feature and tell you why you need it. Bravo. A refreshing change from all the acronyms, letter/number names, number dominated feature lists, and other drek we've been seeing.
Even NikonUSA gets it right sometimes now, too: "Shoot beautiful low-light images even without a flash. Nikon's High Performance Sensor Technology provides exceptional low-light performance." Hey, and they didn't reduce that to "HPST inside." Go figure.