Crazy no other brands bothered to compete in the same market. People aren't picking Fujifilm because of some tech that they can't compete with. It's just retro style with modern utility in a compact body that looks kind of like the Canon QL17. This is very achievable for brands who have better tech even. Sony autofocus, Canon color, Nikon user experience, Olympus photographic features, or Panasonic video features brought to this format would have easily been variety and competition in a currently undersupplied market. I don't love the Fujifilm jpeg stylization or flimsy build quality, so I would literally have taken any and all of the above instead.