One benefit of having your own website is that you get to say whatever you want. It’s your platform, and nobody can tell you what you can or cannot state. They’re your opinions; if someone doesn’t like them, they’re free to leave and never come back. As the saying goes, everyone has opinions….

I don’t typically like to comment on the opinions of others, because they’re free to express their own, just as I’m free to express my own. I don’t have to like what they say, just as nobody who visits this website has to agree with everything that I say. We can disagree on things and still be friends (at least it should be that way, and it used to be). Arguments on the internet tend to be pointless endeavors that don’t do much good.

There’s an article I read on a photography website that I’m just really baffled by. I wasn’t going to say anything, though. Is it even my place? After all, they’re allowed to write whatever they want on their own page. If I don’t like it, I’m free to not return. Their article, though, has been bothering me for a few days now, so I thought maybe I should address it. Perhaps you read it, too, and are equally puzzled.

Initially I wasn’t even going to link the article in this post, because maybe I shouldn’t drive traffic to their website. Sometimes when people post outrageous things it is for attention, so maybe I’m doing just what they hoped people would do, and I’m falling for it hook, line and sinker. It’s a fairly popular and well-known page, so you could easily find it if you wanted to. But, for the sake of transparency, the website is The Phoblographer, and the article is their Fujifilm X100VI review by Chris Gampat, the founder and chief-editor of the site.

Here’s an interesting fact about The Phoblographer that I didn’t know until I was researching for this: they don’t have much more traffic than Fuji X Weekly. According to data available on the internet (which might not be 100% accurate), they get roughly about 10% more visitors than I do. They’re way more established, having been founded in 2009 (Fuji X Weekly dates back to 2017). At the current rate of growth, it’s probable that this website will exceed their’s by the end of the year, or possible sooner. I must be doing something very wrong, though, because they’re somehow able to support five employees off of that traffic.

Anyway, Fujifilm gave The Phoblographer a preproduction copy of the X100VI to try out, and Chris Gampat wrote about it. And he gave it a scathing review. Interestingly, Chris gave the X100V a five-star review, saying that it was “the closest they’ve come to a perfect camera.” Somehow, in a little less than four years, with some updates and improvements, it’s gone from nearly perfect to one-star, the lowest Chris could give. If you are Fujifilm and reading this, in the future perhaps you should consider sending your preproduction copies to someone else instead.

Now Chris is entitled to his opinions. He doesn’t have to be all-positive, and I don’t think anyone expects him or anyone else to be overtly optimistic about any gear. Being genuine is valuable. Authenticity is what people want. Overly positive reviews can seem dishonest, but so can overly negative reviews. Especially when the nearly-identical predecessor camera was “close to perfect”; somehow the barely different but definitely improved successor is “the embodiment of the word ‘meh.'” It just doesn’t make any sense. It doesn’t pass the smell test.

On one hand, Chris’ review reads like a toddler-tantrum after not getting his way. I guess he thought the “nearly perfect” camera was somehow due for a major overhaul (ignoring “if it ain’t broke don’t fix it” I suppose); since he didn’t get his way, it’s now garbage (or, as he puts it: a TikTok fashion accessory that’s actually a toy camera; Fujifilm betrayed him with this model). Many of the things that he liked about the X100V he now dislikes about the X100VI, despite them being the same. Stomping and kicking and screaming will surely get Fujifilm’s attention, no? Maybe he’s simply upset that this model is so popular, and soon there will be too many Star-Bellied Sneetches with it for his liking (time to get that star removed, eh?). Perhaps their partnerships with other brands is driving the over-the-top negativity? As they say, follow the money and you’ll find the truth. I don’t know what the answer is, but whatever the case, it’s baffling. And dishonest, even though he self-proclaims that he’s being “very honest” in the opening paragraph, and not to believe others. If you have to state that up front, that’s a big red-flag.

What I found humorous is that he doesn’t like anything above ISO 800 for color photography, apparently. I guess he wouldn’t appreciate my GAF 500 Film Simulation Recipe, which uses ISO 12800 on purpose for the aesthetic of it. Or my Expired Eterna Recipe, which can be used as high as ISO 51200!

I’ve not touched or seen in real life a Fujifilm X100VI, but I have a Fujifilm X100V and a Fujifilm X-T5 (which collectively provide for me the experience of the outside and inside of the X100VI), and I disagree completely with many of his complaints. It’s perfectly ok to have some complaints, and I’m not saying Chris doesn’t have some valid criticisms; however, the one-star rating and excessive scathing complaints seem way unfair. Instead, say: I wish they had done this or that, and since they didn’t, it’s four-stars (or three-stars; something that seems remotely fair, unlike one-star). That would be honest and authentic.

In any event, The Phoblographer (faux-blographer?) has lost a lot of credibility with me, personally. I give them a one-star review. It’s clear—when it comes to X-series cameras, anyway—that they’re not a trustworthy source whatsoever. It’s a real shame, too, because I’m sure that they could bring some unique point-of-views to the table that could be valuable to somebody, if only they could get out of their own way (but they couldn’t and so didn’t). They’re missing the boat on what is sure to be the most-desired camera of 2024, and maybe of all time; however, that’s their choice. This was a curios decision that I don’t understand, but it’s important to not take any of it personal. I’m sure that Chris and everyone else at The Phoblographer are very nice people in real life.

Maybe their article will provide them with a much-needed traffic boost. Maybe it will prove to be the beginning of the end for them—the moment that they jumped the shark, so to speak. I have no idea if there will be any positive or negative consequences to their review. I’m just really baffled by it all, and I wonder if Fujifilm—or even the other camera brands—have taken notice. How will they respond? I don’t think the one-star review is having any impact on sales.

I did order the Fujifilm X100VI, approximately six minutes after it was available for preorders. I don’t expect to be in the first batch that’ll be shipped on February 28th, but if mine arrives before the end of March I’ll count myself as lucky. It’s easy to have FOMO (fear of missing out) when this camera is all that everyone seems to be talking about, but just know that whatever camera you have is pretty good. It’s a positive exercise to go back to the old reviews of your gear and read the glowing praise, which serves as a reminder that the cameras we own are plenty good enough. New gear won’t make you a better photographer. A camera like the X100VI can be a lot of fun, and sometimes that enjoyment can motivate us to use our gear more. There are plenty of ways to find renewed enjoyment from our old gear, such as trying different Film Simulation Recipes, using vintage lenses, or simply taking it on adventures. Experiences are often better investments than new gear.

This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.

Fujifilm X100VI in black: Amazon, B&H, Moment, Wex
Fujifilm X100VI in silver: Amazon, B&H, Moment, Wex