MS01 looked like a cash register terminal for a photo lab in 1998. It was not user-friendly. It required reading a manual to figure out how to export a JPEG.

Fujifilm took the core philosophy of MS01— "Color science is the product" —and moved it into the camera body. The on your camera is a direct descendant of the MS01 profile selector.

Because Fujifilm made the sensors and the film, MS01 understood the spectral response of the CCD sensors in a way Adobe never could. The result? Out-of-camera colors that looked "organic" before organic was a buzzword. If MS01 was so great, why haven't you heard of it?