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I am worry about sales of 28mm f1.4 asph, f2 asph or f2.8 asph.

While there are likely several compact cameras available with fixed 28 mm (effective focal length) lenses, the one I remember best was the Nikon Coolpix A, which I used for some time. It did a good job for me, although I thought the images were slightly sterile or ‘technical'-looking. This new Q (which is on the way to me now) should improve greatly on that other 28 mm experience, having a full-frame sensor, a Leica lens, and a processing engine that produces a better overall look.

While controlled ISO testing like this doesn't directly impact “taking pictures” per se, it does let users or potential users understand the performance envelope of this camera vs. other cameras. I suppose the same argument could be made as to why car reviewers measure 0-60 times and lateral acceleration, among other benchmarks. They are a good measure of relative performance. Personally, I do prefer going out and shooting actual pictures. If you read my Leica M Monochrom (Typ 246) Review, you'll see I have no shortage of real-life pictures taken in a variety of situations.