Some fancy Swiss/Germany capital fund has bought the Hasselblad company, and has big plans for its future—namely, that they want to open it up to new markets, most likely with cheaper ranges us civilians can afford. As CrunchGear says, this could be a simple rebadge of another company's point-and-shoots, similar to what Leica does with Panasonic Lumix cams, which would give customers the sought-after Hasselblad name, but won't do much for their reputation in the long-run. [Engadget via CrunchGear]