This has been discussed before... :-)
Ah... now I remember. :-)
It seems to exist several "ist" products in Japan, and "ist" means something small, stylish and packed with features. I believe someone telling that Toyota has an ist-car for the Japanese home market only.
Pentax has said that '*' can mean anything and they have said "humanist" as an example of that 'ist' means. I believe that they're trying to say that they have created an unlimited product that suits everyone.
Another great idea kept secret from the general public. Nice marketing. :-)
regards, Alan Chan
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