With the news of the latest batch of +20 megapixel cameras with 24x36mm sensors and +15 megapixel crop sensor cameras, when will it end. If you pack more and more pixels into the same amount of space, eventually you'll start seeing worse ISO performance. The first thing you read about a new camera is how many megapixels it has, I'd much prefer an empirical assessment of noise performance. Do you think the big names will be able to stop increasing the megapixel count now that they have based so much of their marketing on the megapixel race? Will we see a 5D Mk4 with 50MP and worse noise than the 5D Mk1? Assuming that the 1D/1Ds will always be kept in good proportions for best performance, could the 5D pass them in megapixel count? All of this clearly also applies to Nikon, but for the sake of conversation I used Canon because I am most familiar with their product line.