This year, Fujifilm has given us a new look called Eterna. Eterna is built for the videographer or cinematographer using Fujifilm cameras that wants a very flat, low saturation look that offers more flexibility for post color work. With the new Fujifilm X-H1 and eventually after some firmware for the X-T2, we have the option to do both. F-log and a flat film profile called Eterna. Pretty cool, but as a photographer should you care?