Why am I the only one who seems to be irritated by the naming and marketing of some nebulous and generally intangible “processing engine” by the big digital camera manufacturers. What in the name of all that is holy is EXPEED, Bionz, Exmor, Digic, TruePic, or PRIME aside from a slew of camel cased, conglomeration of marketing double-speak and unpronounceable terms and acronyms? Why do these marketing concepts appear in specification fields? This idiocy should not be tolerated in any way by the customer trying to purchase an item that for 90% of the public is the unnecessary, job-unrelated acquisition of a camera. What alarms me a great deal is the fact that this fluff has the ability of spawn. Digic’s genealogy spews back four generations and I’ll be dammed to tell the difference between the first and the last… I’m just hoping that this nonsensical nomenclature does not jump genres. I don’t require a microwave with Nuk’r IV technology, a sneaker with Shoelace 2.0, nor a pencil with the GraFite Processing Engine. If there is a term or number attached to a product’s description, it had better be a quantifiable, standardized and comparable specification, otherwise get it out of my face.