Most references to Fuji in the article are them being lumped together with failed film makers and that's the only positive mention of them, again, lumped in with otbers.

Nevermind that they have a successful line of digital APS-C cameras plus the aforementioned medium format cameras and are a pioneer of professional-quality mirrorless cameras. They're also still growing.

Just take a look at their lines. Their APS-C cameras range from pro-sumer to professional. For the price of a full-frame professional quality camera you can get one of their medium format cameras as well (the GFX50 for example is in the same price range as much of the Alpha line).

All of their cameras take great photos regardless and their glass is great. Just read some reviews.

While most camera companies have come to focus on full-frame (i.e., 35mm) sensors in the last few years, Fuji has stuck to APS-C (one size down from full frame) and digital medium format (one size up).

Fuji’s medium-format line is called GFX; I don’t know too much about it except that it’s well regarded and inexpensive by medium-format standards. I would look into it if you are interested in landscape photography or high-resolution studio work and you are willing to spend serious money to make that happen.

Fuji’s APS-C line is focused on producing something which is pleasant to physically handle and use. It’s historically been smaller and handier than full-frame competitors and focused on physical controls for a lot of core settings. The different models within the APS-C range are distinguished as much by their form factors and controls as by their technical capabilities. Some of these advantages have been eroded over the years as they have competed with bigger cameras, particularly in video. But they have just released the X-H2 and X-H2S, targeted at action and event photographers, which should free the classic X-T and X-Pro series to return to their roots.

Concrete APS-C models to check out: X-T4 if you want an SLR-style mirrorless with more physical controls; X-Pro3 if you love old rangefinders; X-H2 and X-H2S if you want a PASM dial or heavy video. Fuji is expected to announce the X-T5 on November 2, and the rumors have it looking good, so I’d keep an eye out for reviews.

The biggest issue with sony is that they're all about specs and that's it. The menu system and user experience are really lacking. Fuji is kind of the opposite (for their aps-c lineup), smaller sensor but much better software/UX

If I had to buy a digital camera today I'd go for an x100v or an xe-4 with a film era lens