We need some honey for the tea, but­ter for the bread, some­thing that would stir up some sweet sen­sa­tion in the cam­era indus­try, just like how Apple put an ‘i’ in tech­nol­ogy that changed the game forever.

Jason Fried (37signals) nailed it nicely on his next gen­er­a­tion commentary:

Let’s build great com­pa­nies that are here to fight, here to win, and here to stay until the next gen­er­a­tion after us comes along and kicks all our asses.

Leica prac­ti­cally invented mod­ern pho­tog­ra­phy, allow­ing many visions of beauty become ubiq­ui­tous with­out poi­son­ing it. With their recent announce­ment of a slew of rev­o­lu­tion­ary prod­ucts, they have started some­thing that might be ‘It’; the game changer that we all long for.

They are the per­fect exam­ple of Fried’s state­ment above.

The next gen­er­a­tion bends over via daringfireball.net