Hot off of my RSS reader, courtesy of DPReview:

Sony has today announced the brand for its digital SLR system and it’s hardly a big surprise. The new system will be known as the Sony (Alpha) mount, the same name as Minolta has used for its SLR / D-SLR cameras in the Japanese market for over twenty years. This choice of name will perhaps be designed to provide some sense of continuation from the Konica-Minolta photo buy-out. Sony has confirmed that the new system is based on the existing Alpha / Maxxum / Dynax mount and will continue to be compatible. The other hint in the press release is the plural in ‘cameras that will be launched worldwide this summer.’

Here’s hoping something good comes out of this.