My vague understanding is those are often real, ie Leica/Zeiss actually do collaborate on lenses, coatings and camera tuning. And while they do say the camera

My vague understanding is those are often real, ie Leica/Zeiss actually do collaborate on lenses, coatings and camera tuning. And while they do say the camera isn't the most important thing for a photo, one reason for that is the lens is more important :)