I don`t know where I first heard of this camera, but it must be something like love at first sight. But it could have also been something like "This thing is so ugly, I got to have it!" Most people will think you have a film camera because of its futuristic look. The film will be transported vertical instead of horizontal, which gives you the normal landscape format. Other half frame cameras must be turned to upright format to get the result of an landscape format. Confused?