Tom - I pretty much agree it's probably mostly marketing. If they're trying to say that a lens made specifically for digital will be optically better, then I'm thinking advertising gibberish. If, however, they say that the lenses can be made smaller and cheapr, then that I can agree with. What worries me is that doing specialized lenses will just confuse the market. It's not like every camera has the same "multiplying factor": Canon EOS 10D/300D(Digital Rebel) 1.6X Canon EOS 1D/1D Mark II 1.3X Canon EOS 1DS 1X Fuji S1/S2 Pro 1.55X Kodak 14N 1X Nikon D100/D70/D1H/D1X/D2H 1.55X Olympus E1 2X Can you imagine if they started making lenses for specific bodies? Yeesh. -=>Donald