I think they should sell out...Meaning create a cheaper more widely usable product for today’s society, culture, whatever. It worked wonders for Porsche. Porsche like Leica have a very loyal following with all their cars, especially as far as their 911's are concerned. When there was word that they were going to release an SUV. Many owners were not happy. It was Mostly due to the fact that the company was making the exclusive name more accessible to the masses. (I pull up to a light in my C4S and next to me pulls up a Cayenne with a stressed out soccer mom with 10 kids in the back and bumper stickers on the tailgate. Waste of engineering if you ask me.) But, today the company is doing extremely well, making enough profits to continue creating the more expensive/impractical cars that certain people buy. Same could be true for Leica if they produce a product that millions will buy, instead of the current few hundred thousand. They will be fine, and still be able to produce M's, Digital and film. By the way I am not sure of Leica's current production/sales numbers so excuse the guestimates.