Remember 'Entertainment Unlimited'? The X10, Vivaz, Satio and future models are all designed to sit ABOVE the Cyber-shot and Walkman brands. I keep telling them that this is a dumb move, and they should be looking to brand the camera 'Cyber-shot' and the media player 'Walkman' as they are strong brands. The phone casing doesn't need it, but it would certainly help establish this as a decent all-rounder.
As a result, we got the Satio with a weak media player and now the X10 with a weak camera. That's just not on. The X10 is Sony Ericsson's flagship phone, and there's NO logic to making the flash so bad AND hiding away the option in advanced settings. Name one camera that has a flash that you have to access via 'advanced settings'?
The camera interface is not the standard Android one though, so that's nonsense. SE designed the camera interface, just as they wrote the Timescape and Mediascape code. They still seem to be learning.
You can't defend the interface on the X10 - it's awful. There are rumours SE is going to fix it though, which would also prove me right (otherwise, they'd be happy to keep it as is).
Why do most smartphones have to have poor imaging? Is it because Apple started with a 2MP camera and no flash? Well, SE and others: Wake up! Apple will have 5MP with flash on their next phone and you can be sure they'll start pushing imaging a lot more (and HD video recording). The X10 could be so much better. I hope someone produces a third party camera app for the phone so it can realise its full potential.