As well as announcing the high-end compact F600EXR, Fujifilm has also found time to launch a new snapper into the lower echelons of the compact camera market with the FinePix JX370.
Breaking the £90 barrier by a solitary pound, the JCX370 may not be as cheap as the Nikon Coolpix L23 which comes in at less than £50 - but it does add a few nifty features that make it much more of a lightweight fighter, punching above its weight at middleweight.
For starters, there's a 14-megapixel sensor on board, with a 5x optical zoom lens (equivalent to 28-140mm on a 35mm camera).
And it's also got 720p HD movie recording packed in too with an easy upload option making it easy to share your footage on Facebook or YouTube - once you've watched it back on the 2.7-inch LCD display of course.
There's also some nice shooting features too, such as a panoramic shooting mode, face, smile and blink detection and digital image stabilisation. Standard features on most compacts now, sure - but not on ones coming in with such a low asking price.
Available in black, silver or pink, the Fujifilm FinePix JX370 will hit the shops in October, priced at £89.