Wow, four pages of 'this is too expensive'.
IIRC people complained about the 15-85mm price, but it's really worth the money, so I'll wait and see. From the description of the 35mm, I'm wondering why it doesn't get an "L" label, is it because they only carry one L at a time?
The 24-70 actually makes sense to me now; if they'd have given the 24-105 the same workover/upgrade, we'd be staring at $2200 to $2400. Then we'd have complaining for four pages . . . oh wait.
In all seriousness, a lot of people here treat MSRP like it's built in stone. Anyone that can't get a 5DmkIII for around $2900 with a light amount of work/patience isn't trying very hard, so let's stop pretending like these aren't going to be bundled/adjusted.
The 40mm pancake can be had for $150 recently, so let's wait and see where the price drops come before we wail, lament, and move to Nikon. With this announcement, no one's gear burst into flames, we need to stop acting like it.