"Full frame" is good for certain things but not for others. Smaller sensors have faster read-out speeds, so Olympus' ability to do a 60 FPS capture (useful for Pro Capture mode, in which frames immediately before and after the shutter is pressed are captured - incredibly useful for capturing a decisive moment) is unique. What's the fastest a "full frame" camera can do, around 16 FPS? Which isn't to say 16 FPS isn't decent, but 60 FPS is a whole different league and enables different applications. Then there's the increased field of view (the "2x crop factor" - not really a crop factor but people get the point) so that you can get away with smaller lenses to get the same "zoom." Additionally, Olympus has gone for artificial intelligence as an autofocus solution. Sony and Panasonic are doing something similar, but haven't gone as in-depth as Olympus has - at least, not yet.I wonder where Olympus is going with the M1X, for that price why not go full frame. It seems pointless to have a micro four thirds that big aimed at the pro market.