Fujifilm’s new lens is a light-gathering, dark-seeing monster. It looks fantastic, but it could also be the camera equivalent of a concept car.

Many companies show concept designs or release products that aren't likely to sell in large numbers. These "halo" products can be fantastic, like Fujifilm's new 50mm ƒ1.0 lens, or they can be pride-driven white elephants, like the 20th Anniversary Mac. They're almost always interesting, but why do companies make them?

“Generally speaking, the design and production of a halo product is a calculated move to enhance technological capabilities and brand image,” John Carter, former chief engineer at Bose and inventor of Bose’s noise-cancelling headphones, told Lifewire via email. “But rarely, very rarely, is it solely for brand appeal. This is a common misconception.”

While it may seem like concept designs are created solely for positive publicity, it’s a lot more complex than that. Automakers may be addicted to showing off hot-looking models that look like they came out of a teenager’s sketchbook, but even concept designs can have clever engineering under the hood.