Fujifilm’s line of cameras increasingly looks like choices among toothpastes. Do you want fluoride or gingivitis protection? Oh, this one whitens teeth, cures bad breath, and eliminates body odor. Decisions, decisions. That’s kind of my reaction to today’s debut of the X-T10 digital camera, which shouldn’t be confused with Fujifilm’s X10, X100T, or X-T1. Dyslectics and the visually impaired, beware!

As a X100T owner, I’m a Fuji fan. So, please, don’t take my criticism wrongly. It’s just this lineup is quite crowded. The company’s product website lists—count `em—18 different X-Series models. Sure, some aren’t current and not all can be confused. But many of them are close enough in actual benefits to perplex potential buyers.