Anyone who keeps a careful eye on the automotive industry will know there has been a strange horsepower arms race going on between the manufacturers of a new breed of hyper hatchbacks.
The Audi RS3, for example, packs nearly 400bhp, which is utterly bonkers but it won't be long before Mercedes-Benz goes one step further just to prove a point.
Hasselblad is essentially the hyper hatchback of the camera world, shoe-horning a ridiculous amount of megapixels into a Medium Format camera that isn't much larger than the DSLR you and I are used to taking on our travels.
But the difference here is that Hasselblad really has no major competition, yet it has decided to out-do itself with the latest H6D-400c MS body, which boasts an effective resolution of 400MP via its innovative six-shot image capture technology.
According to its maker, the Multi-Shot capture setting requires the sensor and its mount to be moved at a high-precision of one or half a pixel at a time via a piezo unit.
When in this mode, a total of six images are captured, the first four involve moving the sensor one pixel at a time to achieve real colour data.
This cycle then returns the sensor to its starting point. A further two exposures are made moving the sensor by half a pixel horizontally and then half a pixel vertically.
Confused much? Fret not, because the H6D-400c MS merges the six captures to give the equivalent of a single 400MP image, delivered to your PC or MAC (that must be tethered during shooting) as a 2.4GB 16-bit TIFF.
Professional photogs looking for unrivalled image quality will have to save $47,995/£36,250 excluding VAT to secure one and wait until March when units start shipping.