Actually that's a really fair comment, looking back on it, it does seem like a promo but I never meant it to be like that, I was just so positive about it. Great question about setting a hotkey and assign it for functions such as magnify (that's a great idea) but will ask Arri. I just find the main benefit (as I use the CN7 lens for most of my work) - of the grips is that it really helps with balance for the rig, and being able to control the features of the lens without having to move your hands away (and possibly moving the lens in the process) is great. I am going to try tthe slightly longer arms which I believe make it even more comfortable! It also works alongside other camera and prime lenses with lens gearing so there are a lot of options here. Eric, I appreciate you taking the time to get it touch with your comments. What is your set up at the moment?