For the purists who are going to point out the real name is the Panasonic 35-100mm f/2.8 XOIS, I think we’ve reached the point where we can assume any product remotely connected with photography has an X in its name somewhere. Maybe if we all quit mentioning that letter, they’ll stop using it. Twenty years from now, young photographers will make fun of us old-timers by saying things like “you’re still shooting with X equipment, aren’t you?” A century from now they’ll describe the timeline of photography as the wet plate era, the film era, the digital era, and the X era.
LOL. No kidding, it's totally ridic how every new camera this year, especially the ones which are actually interesting, has an X in the name. And who can remember the difference between Canon's X-Pro 1 and Fuji's Pro-X1, or GXpro, or XG-1, or what the heck it was. :-)
Thank god at least one of the very most interesting cameras was not infected with the X-Men syndrome: Olympus OM-D E-M5. They just settled for giving it two bland names instead. D for digital, E for electronic. Woa, mind-blowing. Great camera though.
I remember many years ago Canon had an experimental camera, named "Canon Frog". Well, there's a memorable name, that wasn't so hard was it?