i agree. I liked the 24-105, but I always wanted something a little more compact to make up for the slow aperture. If i'm going to carry something big around, i'd rather have the F2.8. Thus, if this lens was 800ish, it would be a fantastic FF travel lens. I really like the idea of this lens, I just think that Canon is way off base with their prices.The only thing that holds this lens from being an excellent lens is price. If price goes down to at least $900, then this will become one of the best lenses out there. I'd buy this as a kit lens with 6D if Canon somehow finds a way to bundle it with 6D. 6D + 24-70 F4 IS for around $2500, I think everyone will be very happy.
+1. Lower the price and this is perceived as a very good lens.
L glass is cool.
F4 is not cool.
$1500 is a crapload of money. For that price, whatever lens I buy better be cool all the way around, not just because it's small and L.