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Now I see it is out with attachments that clamp onto backpack straps...and this may very well be the breakthrough that lifts it from novelty to a useful option. I do not use a backpack myself but know several successful photographers who do, and they might well like to have their cameras up and out the front rather than stashed away inside the pack. A hiker or urban tourist may well appreciate the convenience.
I do use a Crumpler messenger bag for interstate trips - and it normally carries a small Fujifilm camera inside it. In some cases the Camera has a neck strap and in others just a wrist band. The neck strap frequently looks like a spaghetti junction inside the messenger bag. Hanging the camera out on the front strap might be good as you move around the streets or shows - or it might just get thing bashed into by the crowds.
The jury is still out.
Note: I used to sew ammo pouches out of leather and often contemplated a leather bucket rather like Leica did for their Type III cameras in the 30's. Perhaps it's time to get out the awl and linen thread again...