As I mentioned earlier, this is not a review of the camera, but we can start to ideate what kind of person would appreciate a camera like this. If you're primarily focused on portrait, wedding, landscape; still-life, architecture, or travel stills, and you create regularly, this is a camera worth considering. The leap in sensor resolution and imaging features make for a robust tool that, if I'm being honest, is only really limited by the user. This camera can also be an excellent B cam for GFX users that want something more nimble where you'd stick your favorite prime or zoom lens on and use it for cover shots. If you're invested in Fujifilm and primarily capturing video, I'd still look at the X-H2s first, but if you're someone who moves between photo and video well, I think the decision will be tough. If I had to boil it down to a straightforward question, I'd ask which of the two is more valuable to you: 40-megapixel stills or 4K120P motion. Sure, there's more nuance to be unpacked with the conversation, but that sums up most people's priorities.
The Fujifilm X-H2 goes on sale later this month for $2000 US, and at that price, it sits comfortably below many competitive flagship cameras while carrying as good or better features. That's not to say it's the obvious choice for people. If anything, it just means that consumers have more options and can find the best tool for their creative work.
I've been using Fujifilm cameras for over five years. What I appreciate most about the brand is how they give users a wide array of features and unique color science in a relatively compact solution that repeatedly works, even in the most demanding situations. If you're that type of creator, where you're going to be capturing a lot of work and want to raise the ceiling for your creative tools, I think this Fujifilm X-H2 is a camera you should keep on your shortlist going into the holiday season.