Canon needs to step up its game. Sigma has made a killing recently with its cheaper but better alternatives (35mm f1.4 and the 18-35mm f1.8, and perhaps the 24-105mm after tests come out). Canon cannot hope to maintain a higher price tag for lenses with equal or lesser quality. I can understand a Canon costing more than a Sigma, but at least the sharpness, distortion, etc etc have to be the same. The red ring along isn't going to fool customers into paying extra anymore.