"A friend with insider contacts in the business told me a decade or so ago, when Canon was the undisputed king of cameradom, that the only company Canon feared was Fuji—not Nikon, not Leica, not anybody else, just Fuji. And when Fuji throws its mighty might behind a project, you see it, brother. Note the speed with which the X100 morphed into the interchangeable-lens X-Pro1, or by which the line has proliferated (another industry insider told me in the '90s that that's how you tell when a camera has been particularly successful for a company—it sprouts variants), or by which the XF lens line has bloomed."
http://theonlinephotographer.typepad.com/the_online_photographer/2014/01/the-new-fuji-x-t1.html
I agree to a degree, when you see how small is the camera division compared to the total Fji Corp, but I think it goes a bit beyond that. Fuji mostly sells business to business products, cameras and film are the only reason your average consumer knows them. But they do know them, they are a household name. Do you know how much it would cost to make them a household name via advertising? Those imaging division losses, they're nothing.
