Strong words, but I see no evidence that they lie. Initially the cards are free except P&P. After that, we order online and know exactly how much it will cost.

In what way do they lie?

You've got it. The DA 35mm f/2.4 is the bargain of the decade, superb lens at a very low price.

It's pretty much at the same level as the "You've got a good camera, would you like to take my wedding photos? It will be a great experience for you."

A 50mm lens is always a 50mm lens. When you put it in front of an APS-C sensor it sees a smaller area than if you put it in front of a "full frame" sensor or film camera.

What changes is the field of view. So, the 50mm lens on an APS-C DSLR such as Pentax will give a similar field of view to using a 75mm lens on a full frame or film camera. There's your 1.5x crop factor. But it's still a 50mm lens.

Just to put this in perspective, standard lenses, giving a normal field of view are:
15mm for Minox sub-miniature "spy cameras"
24mm for 110 film format
35mm for APS-C DSLRs
50mm for full frame DSLRs and film 35mm cameras
75mm for 645
80mm for 6x6cm

Because there are so many sizes of digital sensor it has become convenient to quote a "35mm equivalent" to give people a better idea of what a given lens will do. This means a bit more to people when there are so many figures bandied about that I'm sure it can become very confusing.

As you can see from those figures, the Pentax battery is the only one that's up to spec, the others are a long way adrift.

I would only ever buy original Pentax batteries.

Also bear in mind that leaking from other batteries might well invalidate your warranty.

I still need the 15-45mm and it all costs money, money, money...

A wide angle would be nice as well.

Vistaprint.

The DA 50mm f/1.8 performs slightly better, the FA f/1.4 is slightly faster. The speed difference is in reality quite small.

Personally I'd buy the f/1.8 version as it will be more useful for close ups, reversing, use on bellows, use with close up lenses, etc. In other words, you can abuse it more and maintain quality.

Spoilsport, I was just reaching for the black cap....

It might be something as simple as unavailability of sensors. Or a problem with the miniaturisation of the electronics that needed more work. Or maybe even the SR system needing development to handle a larger mass.