When I spoke to Hasselblad's CEO, Perry Oosting, at the launch of the H6D he made it pretty clear that the company's next camera would be more affordable to attract keen enthusiast photographers as well as pros. And while few would argue that the X1D is cheap for $8,995 or £5,990 GBP (about AU$12,054), it's 'attractively priced' in Hasselblad terms.Part of the reason for the expense, in addition to Hasselblad's reputation for impeccable build quality, is the medium format sensor. Its 43.8 x 32.9mm CMOS device maybe smaller than the 60 x 60mm negatives that we usually associate with Hasselblad ? or even the once popular 60 x 45mm crop ? but it's still a lot bigger than the 35.9 x 23.9mm full-sensors found in cameras like the Canon 1DX Mark II or Nikon D5.