Ok, did a test last night, camera on standard Provia, medium colour, manual setting with 400 auto EXR. This is my issue with reds -
RAW file converted to JPEG, not 100% perfect red but pretty darn close:
JPEG straight from camera (fine setting):
Now that can't be right, I've read up and no-one seems to have a solution, it mainly appears as over-saturated reds on JPEG's, not the end of the world I guess but many say this is only under indoor lights etc. One of the pictures I ditched from the weekend was a vibrant red flower outdoors which had also turned pink! My other red flower shots came out a little strong with reds obscuring detail. Unlike "orb issues" which many are looking for (which I haven't seen any evidence of on my camera) I wasn't aware of a problem with reds on JPEG's but noticed it coming up on any picture I took with a lot of red content over the weekend, I presumed I just had colour set too high.
I guess the solution is to shoot RAW since while this is a documented problem from some people (is it just some or do all X10's have this behaviour??) there seems to be no movement from Fuji on any firmware fix - bigger issues to deal with I'm sure! It's a shame though as one of the reasons I wanted to get away from my Nex 5 was unappealing colour balance and I didn't like having to dig through RAW files all the time! It also means no 6meg EXR mode.
I do wonder how this hasn't come up more with people as I found the reds to be a problem on quite a few pics from just one batch! I know not everyone spends their day shooting red lights but this was the easiest example I could get, as I said it came up under more normal conditions a few times as well!