rofl

"I've heard a lot of crazy things about this camera. People are talking about ‘rebranding'. I think rebranding is something really different than what we've done. We have, in this industry, many examples of what rebranding actually is. In their case, it's not a partnership, it's an original equipment manufacturer process, because their cameras aren't really different. They use a different logo, but the cameras are made of the same material, are sprayed with the same paint, and are assembled in the same factory, with the same low-cost labour forces. It's not a partnership. What we're doing is creating different cameras. What we are doing is buying different components from the best suppliers, and applying our knowledge and expertise to create a different camera. This is not a NEX 7 camera, just because we are buying components from Sony. The hardware is just a small part of the whole. It's not because we're using a Sony sensor that it makes the Lunar a Sony camera."
http://photorumors.com/2012/09/19/hasselblad-goes-into-damage-control-mode/#more-32802