M9 quality fails to impress

What viewfinder? He is looking over the camera for framing.

The new Leica M is an Mda-Digital. Designed to compete with the Bessa-L.
 
IMO he's not doing anything other than holding the camera near his face for modelling purposes to create the advertising image.
 
Though it does seem as though the chap in the picture, who has obviously never handled a camera in his life prior, probably just received it fresh from the auction site.

Maybe this pic is of a super-rare, special edition one-off Leica M9 Eco-vulcanite from Photoarsenal, with a modest 35,000.99 $ pricetag?
 
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