I think, the only idiots are those who are in illusion about film coming back.
6.5 million instax cameras in only one year (more than double the number than DSLM cameras sales) is not a comeback?
A new convering plant for instax film is not a comeback?
Several new instax products (cameras, films, accessoires) are also not worth being mentioned?
More than 30 million instax film packs sold p.a. are also irrelevant? By the way, that is much more than the whole global BW photo film market.
Double digit increase in Impossible / Polaroid film sales are also no comeback?
New investments in the Polaroid brand, and a new camera, their latest improved films?
Ilford, Kodak, Adox and Rollei-Film are reporting increasing demand for 135 and 120 BW film.
Kodak is reporting increasing demand for prof. CN film.
Lots of labs and distributors are reporting increasing demand for film.
Increasing prices for lots of used cameras, especially medium format models.
And so on.....there are more examples.
So, with instant film we are already in a big boom.
And with standard film we are in a first phase of a come back.
The task will be to broaden this development, so that more / all areas of the film market increase again.
Cheers, Jan