My calculation is: $300 difference between FF and APS-C, $300 for larger prism, larger shutter, lager mirror, larger body (compared to 7D). Assuming that the 5DIII have all the features of 7D then, the 5DIII should be $600 above 7D. The current 5DII have less feature than the 7D and sells about $1000 above the 7D. Therefore the 5DII is over priced. Canon should be able to sell the 5DIII at about $2200. Since 5dIII is a FF, Canon may price it at $2800 for deeper profit.