Camera reviews are not only pointless, but are also kind of rigged

Camera reviews are not only pointless, but are also kind of rigged. And there is no better testimonial for this camera hype machine than the “review” of Fuji X half camera by PetaPixel. Fuji X half camera is a camera that has vertical optical viewfinder and a vertical rear LCD. It has an 18-megapixel one-inch sensor, an equivalent of 32mm lens, and uses a 3:4 aspect ratio.

The camera might be a nod to the TikTok-ing of visual culture, but it is as style over substance as you can get. Yes, Fuji is trying hard to experiment with form factors and leaning in on its film heritage. And yes, that’s a good thing. However, that doesn’t necessarily mean it is beneficial. I know it is hard to convince many, but from my perspective, I only expect camera phones to become even more powerful. I will let a real camera guru whose opinion I trust speak.

“The Sigma bf camera was a rethink at simplification of the photo capture process. The Fujifilm X half is a whimsical impression of what photo taking should be like,” writes Thom Hogan. “It’s nice that we’re getting camera companies thinking outside the box they’re in, but there’s a lot of style over substance going on in these new designs.”

He is right. However, you won’t hear that from the influencer machine that hypes up camera products. I have said it before, and will say it again—these camera reviewers are pretty useless. They can never speak the truth. After all, they need the cameras to create content for their websites and social media channels. And those who don’t need the cameras to stay in business get bought by free kits. Hasselblad has been buying attention by giving free travel photography kits to YouTubers, who frankly would have never bought any of that gear.

Like I keep saying, camera reviews are worthless. Unless someone pays for their camera, uses it for a few months, and shares their honest thoughts, there is no need to pay any attention to them or what they have to say. More likely than not, they are part of the hype machine.

May 23, 2025. San Francisco.