Now either Fujifilm Canada doesn't want to make a big song and dance over its new suite of cameras, or somehow they've snuck onto the website before they were supposed to.
Yes, it seems a whole range of cameras has been outed on the Fujifilm Canada website - six in total. The big one is the 10-megapixel superzoom FinePix S2000HD, with a 15x wide angle zoom and 2.7-inch LCD screen.
Spec'ed higher than the S1000HD announced in January this year, you can expect image stabilisation, a rather nice 13.5fps burst mode (but at 3MP only - it drops to 1.1fps at full resolution) and high-def movie recording. The clue is in the name folks.
It has manual exposure, aperture priority and shutter priority, but it seems like no RAW. No rechargable batteries here either unfortunately - it's powered by four AAs.
It's listed for a rather reasonable CA$300 (around £150) but no news on when it will be available just yet.
The other cameras that have shown up on the website are five new J-series models - J150w, J110w, J100, J15, and J12. It appears to be Fuji's new entry-level line up with the J150w leading the way with a 10-megapixel sensor, 5x optical zoom and 3-inch LCD.
The J110w and J100 are also 10 megapixels, while the J15 and J12 bring up the rear with 8 megapixels and 3x optical zoom.
No release dates for any of these either but head on over to the website if you want to check them out and we'll keep you updated with any news.