Nikon's Coolpix S4 6.0 megapixel camera

Nikon Coolpix S5

Nikon, you're killing us here. Their latest Coolpix camera (this morning, anyway) gets around that pesky 3x zoom limitation by using a swiveling optical section—and achieves a normally prosumer level 10x zoom. The 6.0 megapixel shooter's also got in-camera red-eye removal, and all the rest we've come to expect as the usual, including a 2.5-inch LCD, SD slot, USB 2.0, and AA battery terminals. It should be out this month (it's September, remember?) for $430.