Just look at why people buy Canon and Nikon, it's not all about the massive selection of lenses - although again, I imagine they have a huge range of lenses due to their popularity. A relative of mine recently bought a Nikon one of the reasons being "everyone I saw in Iceland had one"!
Exactly my point. People, lots of people, buy DSLR's because they think they'll automatically get better pictures; they think it's the camera that takes a good photo, not the person behind it. Having made that decision, they then, like sheep, buy Canon or Nikon, because they think they are the only ones worth considering.
On the sample of people I know with DSLR's outside this forum, about 70% have bought a DSLR ONLY because they think that will automatically make them good photographers, and 100% of those people bought Canon or Nikon.
Ask them why they chose Canikon, and the most considered reply I've had is "because the salesman in Jessops told me it's what all the professionals use". It didn't occur to him to ask why professionals choose them, or whether or not that automatically makes them appropriate for his needs.
So, what are Sony, who do make good DSLR's no matter what Canikonophiles tell you, to do in such a situation? Do they A) try to gain share in a market that already has dominant players who are almost unassailable, or do they try to expand a market where they know they can get a decent share?
The answer is, they do both; they maximise their DSLT sales, while at the same time trying to persuade those who are thinking of buying a DSLR just because they think it's the only alternative, who almost by default will NOT be buying a Sony, that a CSC is a good option.
Whether or not you think a CSC or a DSLR is the best choice for a given individual, Sony's ads
are extremely clever. They raise brand awareness, steer people toward a sector where Sony are strong,
and make CSC's competition (DSLR's in the wrong hands), look less attractive, all at the same time. And unless someone thinks a DSLR is
always a better choice than a CSC, for everyone, no matter what, then Sony's message is
not wrong; there
are people out there who should consider a CSC instead of buying a DSLR.