I love the E-M5 and I'm glad to see that Olympus has refined the features and added new features to camera over time via firmware updates. That said, I really wish Olympus would add three additional features to the E-M5 via firmware: 1) Focus peaking for manual focus confirmation (in stills and video) 2) Time lapse shooting control with the same interface seen on newer OM-D and PEN cameras 3) Tethered shooting option similar to what the E-M1 received via firmware update I know that some people will say, "If you want those features then buy the E-M1." But the truth is I'm mostly happy with the two E-M5 bodies I have and I don't want to buy another camera right now just for those three features I mentioned. Furthermore, there is a financial benefit to Olympus. Fujifilm discovered that by continuing to update the firmware of older cameras to improve the features and performance they can keep customers using their X system, and it appears to be working based on the number of X camera owners in various forums who keep buying more lenses and accessories for their older X cameras. Also, I've lost count of the number of Fujifilm X shooters who use "firmware updates" as a reason for new photographers to buy into the X system. The OM-D E-M5 was the first "serious" m4/3 camera from Olympus and, even though it's probably reaching the end of its life cycle in terms of being offered for sale as a "new" product, there are sill MANY photographers out there using the E-M5. At this point, if E-M5 owners haven't purchased the E-M1 to get those three features I've mentioned then they aren't going to. So the Olympus isn't going to hurt sales at this point ... but they can only improve customer loyalty by continuing to improve the camera with firmware updates. When the next top-end OM-D camera arrives with higher resolution, even greater dynamic range, and a bunch of new features we didn't even know we wanted then E-M5 owners will STILL be likely to upgrade (I know I will) ... possibly even more so if we've been able to enjoy new features in the E-M5 thanks to updated firmware.