Size yes, cost not necessarily. Fuji lenses for example tend to be similar cost (or more) to the equivalent FX Nikon lens. You sound like you are gloating about that ... sorry but (and yes this comes from a fan of Nikon's current cameras though in the past I have bought Canon, Olympus and Minolta) it will be a sad day should Nikon fail - and they are a LONG way from that. You may have missed it, but most of the write downs (the reported losses are actually not making as much profit as predicted rather than loosing money) were NOT in the camera division. You complain they are too slow to react, yet the dropping the DL cameras is actually a reaction to not being able to produce something competitive. I imagine further culls will come and some people will be sad that their favourite products end. There is going to be a period of pain and Nikon do need to make changes - mostly in the software side and perhaps marketing and customer service - but hopefully a leaner, stronger company will come out at the end.