You still remember the Hassleblad Lunar announced at Photokina don’t you? It’s basically a Sony NEX-7 with luxury case that will be priced at $5000. Not something for us normal human beings. Anyway, what you may don’t know is that according to Quesabesde (translation here) Hasselblad wanted Fuji as partner! Sony was only the second best choice. The reason why Fuji ejected the partnership is yet unknown. Fuji and Hassi worked together on many film cameras like for example the famous Hasselblad X-Pan (Here on eBay).
Anyway, if the Hassleblad Lunar is the kind of thing we can expect from the Hasselblad-Sony partnership than you have to admit that Fuji had good reasons to reject it. But let’s not draw those kind of conclusions yet, There might be more coming from Hasselblad than just a luxury NEX-7.