If everyone else is repackaging the same core then what's the competitive advantage?
This is an interesting topic - Have a look at Thom Hogan's site (http://bythom.com/
) where he provides a good explanation why a Sony sensored Nikon is still a Nikon and has differences / advantages over other brands.
The latest rumors suggest the Pentax FF will be a mirrorless camera. Now, that will be very controversial. Pentax has a couple of good bodies at the entry level and the k-5 enthusiast body has been well received. But many people eventually leave Pentax as they don't have a FF option (ignoring the 645D). I doubt a mirrorless camera is what Pentax users have been clamouring for. But then, Pentax's owners, Ricoh, have always favoured smaller cameras. Interesting times for Pentax and Pentax users.
As a side issue, I'm always surprised that Pentax ranks so low in camera sales. Their products and pricing seem ok. They release new cameras and lenses regularly, so they are investing in some R & D. Some of their lenses get great reviews. And they must have some brand loyalty from being a key industry player for so long. Its a bit of a mystery to me why they don't do better. Will a Leica clone change their fortunes?