According to Kodak, the 120 release is in response to requests from photographers. Ektar replaces 100UC and indeed the whole Ultra Color line, and so far there is no sign of a faster version to replace 400UC, so although it's great that a new film has been introduced (and I've got 5 rolls on the way from my supplier), overall the amount of choice has been reduced. However, I suspect that total sales will increase as a result of the additional marketing, which is obviously the whole point for Kodak.