Fujifilm has already made a fairly serious dent in the mirrorless medium format market with its GFX 50S and GFX 50R models, but the company itself would admit that neither of those are cameras for the masses.
However, that hasn't stopped the internet from being obsessed with Fujifilm's next medium format model, the 100MP GFX 100, which even fewer people will be able to afford.
And it looks like we don't have much longer to speculate about exactly what it will offer, as multiple sources, including Fuji Rumors, are reporting that Fujifilm will reveal all on May 23.
Fujifilm has been fairly candid about the fact that it's been working on the model, having already confirmed this at last year's Photokina event.
Indeed, a prototype of the camera was on show there, but much could have changed between then and the point when it finally goes on sale.
100MP BSI sensor, IBIS and 4K video