Fuji boasts X100 as having exceptional high noise!

[David Klepacki]

Anybody seen Fuji's recent ad for their X100 (e.g., rear cover of Popular Photography magazine)? They advertise their X100 as follows:

"The FinePix X100 provides smooth tonal rendering, an exceptionally low S/N ratio and outstanding image clarity..."

So, they claim both outstanding image clarity and exceptionally low S/N ratio??? This makes no sense. Exceptionally low S/N ratio means exceptionally high Noise relative to the captured Signal. Basically, Fuji seems proud to have built a very noisy camera???

[Streetshooter]

It's probably the same crew that designed the counter intuitive firmware.
Noise.... I use mine on silent mode...
No noise....

[Millsart]

Well, you've also got to consider that a majority of consumers probably don't have a clue what a S/N ratio even is, and "LOW" sounds like it would be a better thing when it comes to noise.

Obviously anyone that knows a thing or two about photography realizes this is a mistake, but then again, does Fuji really need to market this camera to those people ?? They've probably already bought or on the waiting list for one as they already know what it does and why its good.


Or, could just be a silly mistake from a marketing group that doesn't have a clue about photography and just wrote what they though was good ad copy

[kit laughlin]

David, these days that expression "exceptionally low S/N ratio" means the opposite (like the American expression "I could care less"). We don't get it either, but this is the shift in common use.

[Streetshooter]

All kidding aside, I have to agree with Kit. From a marketing standpoint it makes sense. The potential buyer now thinks the camera has very little noise which in fact is true.
It very well could be an American thing.
Oxymorons are common practice in the USA.

[crwoo]

LOL lost in translation!
i agree the low noise is best in every camera i owned. Its a great camera, i don't care if fuji lies it has lots noise. :P

[cosinaphile]

i find the noise to be low .... it has an extremely low noise to signal ratio

there thats better