On any other day, the fact that Sony's newest Memory Stick now has a massive 16GB capacity would be cause for celebration.
But compare it to the 2 Terabyte potential of SDXC technology and even 16GB starts to look a little puny.
Nevertheless, Sony's new Memory Stick PRO-HG Duo HX will be ideal for Sony's camcorders and cameras.
Speedy file transfer
Read/write times are 20MB per second and 15MB per second respectively – three times faster than the PRO-Duo. Sony claims that 3,000 photos can be copied across in around three minutes.
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"The rise of compact Full HD camcorders like the forthcoming Sony Handycam range will drive demand for high-capacity Memory Sticks," says Sony.
"Really large memory reserves are great to have for conventional compact digital cameras too: imagine going on holiday and just never bothering about running out of space.
"However you look at it, the age of high capacity flash memory is here – and the Memory Stick PRO-HG Duo HX is leading the charge."