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As posted online by RED owner, Jim Jannard:

"Who is RED?

We didn't exactly know for sure. But we are slowly figuring it out.

The concept of RED was to build a camera with as much capability as possible... for the professional market. Then we thought we could extend it down a bit to the prosumer level. Apparently, that was a mistake.

We recently came to the conclusion that, indeed, we cater to the professional market. That's it. A pro camera company. We want to build the best tools possible for those that want to "man up". There are plenty of companies dedicated to selling prosumer (short for "almost right") cameras. We aren't going to be one of them.

If you want a serious tool to use for professional projects... think RED. No more "soccer mom" thinking. Pros only. Life is short and the clock is ticking. We have decided who we are."