I don't think camera performance doesn't matter to the average customer. Most people I know cite camera over much more important things, like battery life and build quality. It's just that most people won't know the difference. They don't look beyond their bubble of immediate perception, and to them, Samsung's old cameras are good enough, because a lot of them don't know better is out there. Or they don't care, because the cameras still take excellent pictures. Especially the Ultras. But everybody wants to stop seeing the prices go up. And Samsung wants to move more units. So, why bother? It serves no purpose.