Somebody really needs to break the ice on a format that's better than JPEG and doesn't have the overhead of RAW. It’s stunning that actual camera manufacturers haven’t yet picked up the JPEG XR format and it would be great if Microsoft takes another step to help push forward a better format that they developed; perhaps making it as part of minimum WP7(8) specs. Naturally it would be expected that the phone would have to support JPEG as well since JPEG is such an entrenched format. As the megapixels increase in WP7 phones, being able to say that you capture a fuller range of color over non-JPEG XR capable smartphones can be a differentiator in favor for Windows Phones.