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Hasselblad don't have many lenses to choose from.
I am guessing each lens is tested against standard targets in the factory and the settings required to correct for the common problems are probably encoded in a small chip inside the lens body somewhere or in a unique bar code of some sort that the camera reads, and hey presto, the camera software interprets what it gets on the chip and the lens settings to make an approximate compensation that removes most the optical effects.
This costs money, hence the price of Hasselblad stuff.
OR --- IT'S JUST SALES HYPE.
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