Sony ALPHA
 

Whoa, this came to fruition faster than I thought it would.
Sony just announced ALPHA - their newly developed DSLR product line.
Photokina should be interesting this year...

And I bet they'll have Japanese made Zeiss lenses. I wonder what they'll cost.

Wait a minute. There is already a camera company called ALPHA. It's a Swiss company who makes high-end rangefinder cameras, including digital ones. Something's not right in Denmark. I see a lawsuit coming.

Here is their website: http://www.alpa.ch/

Oops. They are called, ALPA, and not, ALPHA. It's so confusing!