Sorry to disagree but sales say otherwise. Doing head to heads is very labour intensive, from trying to get all the cameras in at the same time, with the right lenses, to carrying it all around and shooting/processing/analysing every shot several times. We certainly wouldn't do it if people weren't interested. People like head to head comparisons (whether on Top Gear or in a photo magazine) and they like lists (Top 100 xxxxx of all time etc). They sell magazines and they get TV ratings. Needless to say we also do in-depth testing of the cameras individually. The head to heads are an addition. Perhaps we should make them more tongue in cheek, like Harry Hill's TV Burp 'fights'!