I remember the episode of the Simpson's where Homer becomes a astronaut and they were having a press conference where the press kept asking 'Is this a joke?' which I could imagine would have been the same thing for the Hasselblad Lunar Launch.
I can't find a clip (I'm sure most would have seen the episode at least once before) but here's the transcript from that episode:
The scientist has called a press conference. He stands at a podium on a stage in front of red curtains.
Scientist: Ladies and gentlemen and members of the press. I'd like to present the new generation of NASA astronauts: the average American.
Reporter: Jim Wallace, Associated Press. [clears throat] Is this a joke?
Scientist: [cheery] Far from it, Jim. One of these men will prove space travel is within the reach of the common man.
Reporter: Toby Hunter, Minneapolis Star. No really, is this a joke?
Scientist: No, Toby, and no more questions about whether this is a joke.
Headed by Luca Alessandrini, the company's New Business Development Director, the centre, with its base close to Venice and the Italian fashion industry, will implement Hasselblad's new strategy to gain market share in new consumer segments with products that boast exceptional design and engineering.
Hasselblad Chairman and CEO Dr. Larry Hansen said: "The region we have chosen for this new centre of design excellence is home to many high-tech manufacturers, including those working in the watch, high end automobile and aerospace industries."
"We plan to capitalise on having the best of both worlds with this new Italian centre and our traditional Swedish camera manufacturing expertise."
The first Hasselblad product designed in Italy is Lunar, the company's luxury mirrorless, interchangeable lens camera, launched at Photokina. For the first time ever Hasselblad is incorporating carbon fiber, titanium, wood, leather and precious metals in this state-of-the-art camera, which is set for launch early next year.
The company has announced it is also planning to build a new DSLR, a new compact camera, and its own line of accessories, bags and tripods.
Here's a leaked image of the upcoming Hasselblad Lunar accessories:
