Fuji X10?

If I'm not mistaken, it looks like the camera is mainly selling its retro looks, since there doesn't appear to be any advantage to handling (no VF) or sensor quality.
 
f/2 with "4x optical zoom"? OK, now I'm intrigued (and confused).

The "X50" supposedly keeps the same focal length (in the 4x3 sensor equiv. to 35mm, in line with the APS-C sensor equiv. to 35mm), no "optical zoom".
 
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