And Ricoh still beats Fuji because their cameras actually work from factory but they bring improvements long after they are discontinued.
Sony added peaking and a substantial UI overhaul to the original NEX series. Added PDAF support for ALL lenses in the last NEX update including every model that had PDAF on sensor, including well discontinued models.
Canon 7D added significant features including buffer and audio 3 years after release.
Pentax improved buffer on the K-5. Pentax updated the original Q to get focus peaking and made a significant difference in focus speed and not the Fuji ‘unusable to barely usable’ type of update, the ‘decent to blazing fast’ type.
A850/A900/A700 all got significant updates.
Fuji release more FW updates because they need more fixes. Yet people lap it up. Wow they added peaking later!! Oh wait, Sony did that 4 years ago. Olympus and Pentax have done the same before Fuji.
It is newbies who think that what Fuji do is a) rare and b) a good thing.
Started out doing photography at the age of 6 using an uncle's old 1940 kodak brownie box camera. At 15 years of age, I decided to buy my very own 1975 Praktica SLR camera. I now shoot with a Nikon D850. I do unpaid TFP and commercial paid work.