just find out the 35mm equiv of his camera (i usually find this on stevesdigicams.com) and compare to yours...
let's take the S1 IS for example..
the 35mm equiv is: 38 - 380 mm
so when your friends brag about 10x zoom, i assume they're bragging about how far they can get instead of the RANGE (what it actually is.. 380/38 = 10)
take for example my 75-300mm lens (4x zoom because 300/75 = 4).. multiply that by the 1.6x factor, i get 480mm.. farther than they get with my 4x zoom lens 
go bring them to a camera store and try out a 600mm prime and tell them it's only 1x zoom 


I'm also happy with my 4.?x investment, and my 1x investment... and I can't wait until I make my 2.?x investment.

