You make some good points about the color profile. The default a7 profile goes for a neutral look and I'm OK with that. I usually prefer this style to the vivid setting which can sometimes be too much. In the end it's all about the look you're going for and I can see why some would prefer vivid. Your comment on Fuji colors kinda reminds me of TV shopping and retailers selecting vivid color profiles to make blues and whites pop, it's eye catching but can be tonally incorrect to true life. I've tried to be critical of this when I see Fuji shots and really the only thing I sometimes notice is over-saturation - though I think their photographers did that in post because I've seen others that look more neutral. The area where I feel the a7 falls short is in auto color temperature - I usually have to correct this in post as the a7 has problems nailing it. Specifically, it judges it too warm indoors and too cool outdoors - makes images look incorrect or boring.