To me, it is no big miracle. And I am not one of the die-hard fans who have to link each video in which a celebrity looks through a Fuji lens ^_^ Their attitude "Fuji is not for everybody" transfers into hesitation of buyers.
Firmware updates. "Fuji is listening!" yes, the question remains, to who? The list of complaints about what feature is missing for how long and why others are implemented is impressive after each update.
Menus with abbreviations although there's a lot of space empty, while the abbreviations make it hard to understand what's this about. And simply bad translations, bad terminology. Images are frames for Fuji, but this wording translated into German "Rahmen" is more common for window frames.
So the funny thing then is: Playback button > delete button > "all pictures" next dialog tells me "ALLE RAHMEN" without question mark. It is meant as a question... Things like that make it to me very hard to believe there's so much care in the menu development.
I mean, it was not as if they had to start from scratch, without any samples to look in, take the good things and improves the less good. Format a card? Go to menu "tools > user settings* > format". Looking under "Save data setup"
is the wrong idea. Searching for an electronic level? It's "menu > screen set-up > [scrolldown for tow menu pages to last entry] Disp. custom setting > electronic level. No, I can't use any Fn buttons to switch it on/off, I even cannot put it in "My" (menu). So, most Fuji users must have an inbuilt level and are capable to always keep the body levelled.
The Fn button adjustment: Super big illustration of how the camera looks form front or back (instead print numbers next to the buttons), no more space for clear wording.
In the main menu, I can use the lower button of the 4 selector buttons (why keep them, there's a joystick for that, you morons! doing the focus point moving as well as the navigation in the menus) if I am at the bottom of this menu top flip to the first top position - so it's circling like most screen menus. On the next level, this is no longer possible to come quicker to the end of a three pages menu list.
Ejecting a SD card: Camera shuts off. If it was the primary card, it switches to the secondary. And remain switched to the secondary after inserting card 1. Ejecting or inserting a card while camera is ON, switches it OFF.
Switching it ON too quick after OFF (wait two seconds is better): Need to switch ON again. On Nikon I could morse with ON/OFF switch and insert card and eject again, the camera would remain cool as Charles Bronson.
I my perception: great pictures, especially in RAW, people are also very happy with JPGs (these settings occupy a lot positions in the Quick Menu, even if I already decided to shoot RAW only), but quirks after quirks and the menus need to be straightened. All those dials, wheels aperture and focus rings, electrically actuated but not to be steered with a front wheel - this usage concept looks like a collection of barracks without any master plan. Just give the user a lot to choose from.
Maybe some users are very happy to build their own interfaces...
But all this prevent me from recommending their cameras full-heartedly. Yes, they are nice,. they have cool features, but they make me learn useless things because the developers didn't care about intuitive usage.