When I started working as a journalist for a local newspaper almost 20 years ago, all the other reporters and photographers were working with Canon gear. So I got myself a Canon EOS 100. Since then it's pretty much a case of path dependency: Once you invest in a system (lenses, accessories etc.), it gets more and more costly to change. Therefore I still am a Canon shooter. And with the 5DIII they built kind of a dream body for my needs. I only have to find the funds to get it and some accompanying lenses – and I will continue to be a happy Canon user.