As the saying attributed to P.T. Barnum goes, "There is no such thing as bad publicity." German company Böcker certainly subscribes to the view after turning a press photo of one of its ladders used in the daring Louvre Museum heist into a viral marketing campaign.

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The "M" in the Leica M series stands for Messucher, which refers to a large and accurate rangefinder incorporated with a viewfinder. For decades, this Leica rangefinder system has been synonymous with its brand and is the basis for the charming shooting experience that Leica M cameras are famous for. But with the Leica M EV1, Leica has forged a new path, and it is sure to polarize its fans.

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