By BUZZ LIGHTBUSTER

Call me a gullible human being. I mean no harm to anyone, am single and have not much else to do in my spare time than going out with my camera. It’s what I love to do and and want to do. Hey I have no kids to pay for, no wife, just plain freedom. But lately, since Sony’s innovation drive shakes up the camera world, I ran into, well, some troubles.

It started with the stunner of a little camera, the RX100. As marketing and reviews promised, this gem put the power of a DSLR in my pocket. Not literally, but nearly. It’s all that I actually ever needed. But that was just the beginning of it. Call it a trap. Joyously I fall into it.

Great quality, excellent flexibility. Still, I loved the NEX-7, my first Sony camera, until I realized photography is not only about images but also smoothness of operation and overall feel. Well that NEX menu’s the bitch I never had in a wife I guess.

That brought me to the RX100 — until Sony introduced the RX1. Not cheap at $2,8k, but you get what you pay for, isn’t it. Until there’s a new light at the end of the tunnel. Who would have thought within a year the RX1 becomes a full-frame interchangeable lens camera system.

Frankly, I couldn’t resist the A7. And I know I’m not the only one. So here I am, feeling like a complete idiot with beautiful gear made redundant, eagerly following the rumor sites what Sony could come up next with.

Blame accelerated innovation and production cycles. Add all the accessories. At the end of the day I’d probably spend less money with a family. Blame innovation and temptation. And I ask myself where Sony’s going.

The new Alpha 7 and 7R are yet another new product line after the earlier Alpha, NEX and RX lineups. Confusing, isn’t it. The confusion reaches its peak with the A7 vs. A7R. Why does Sony give us so many choices? We snap at the bait. That’s the simple answer.

With the A7R and A7 Sony has leapt over the product category chasm in a very cleaver way. They have introduced large sensor, high resolution cameras the size of a compact system.

But that’s not the end of the road. Sony will, in 2014, come up with new temptations and marketing angles and offer an even broader palette.

Or are they just testing the waters? The A99, as excellent as the camera might be, runs behind Canon and Nikon. Sony’s DSLRs aren’t closing the gap no matter how good their Alphas are. Something new, something different, thus a change in strategy was needed.

The NEX line seems to do quite well. As do the new compact full-frame Alphas. As will Sony’s next move. Not the least bit thanks to people like me.