The odd curiosity is that Sony, despite dominating the professional video marker since forever, despite developing most of the technology that comprises a DSLR sensor, have never really caught the publics imagination in the way that Canon and Nikon had (a problem they inhereted from Minolta to be fair)
So is Alpha dead? Is NEX dead? Now this new system.
What about SLT? Wasn't that going to kill of the SLR? If I had bought into Sony DSLRs when they first arrived, and then bought say an a700 or a900, I would be pretty pithed off.
Every year they change the game, and every second year they change it again.
Folk spending serious money on kit are in it for the long haul. Nikon may have DxO foaming at the mouth for now, but all it takes is a camera launch and those who blow with the wind will be coming back to Canon.
Sony are pretty knackered as an entirity, they've been making grand claims for the last few years about market share projections etc, yet continually re-invent, re-lauch. There is no consistency, no grand vision.
If you have L or AF-D lenses, you've bought into a system. You'll play the long game. Sony just aren't.
An Sony know this, thus the efforts to make bodies that folk can adapt their lenses to.
Sony have historically bought in low end canon lenses for their cheaper camcorders and point and shoots, and used zeiss designs for their decent stuff, in the high end broadcast market it's always been fujinon or canon lenses.
Maybe Sony just don't like make lenses, or have realised that the only way they are going to compete is to let their users adapt their existing canon or nikon lenses.
I find it hilarious to see all these metabones EF to NEX adaptors, blackmagic EF etc, If I had a free choice of lenses to use for video, canon EF would be actually quite far down the list... no iris ring, mostly not parfocal, rubbish scales.
Don't get me wrong, I love them for stills, and I have them so use them for video, and get results I'm pleased with, and I'm going to use a c100 because of these same lenses I've berated.
But the point is, Sony have brought out an interesting camera, in much the same way as Minolta always did interesting things (wireless flash and off film E-TTL years before anybody else) it's not going to topple Canon or Nikon, because of breadth of range, quality and sheer fanboy loyalty.
the biggest point here is the "Every year they change the game, and every second year they change it again." sony has their hands dipped into way too many buckets right now. As the debate regarding the future of canon/nikon continues - all this energy into what cell phones are doing to the market - for nikon, I'd be more worried on the reliance on sony for their exmor sensors. Sony may make some great stuff, but, they make a ton of it across many lines --- new playstation, new Vaio's, oh, they make monitors too, cd players, recievers, speakers, cell phones, etc etc etc .... in terms of photography, the commitment to maintaining a product is, well, spotty at best. Not the kind of thing working pro's will want to invest in --- as a working pro, yeah, give good running, solid cameras and lenses, marginal upgrades, sure, I will take them ---- in fact --- I'd rather marginal upgrades over lets jump the shark upgrades----
which yeah, brings us to mirrorless ----- why isn't canon or nikon putting a ton into mirrorless ---because why would they? they have tons of people who have invested into the current lens system ---and they want more ---would you want canon to release a statement like:
We apologize to our DSLR userbase, because due to budgets we are dropping all R&D on the 14-24mm 2.8L in order to put all our time and energy into mirroless tech."
Or worse, "we regret to inform you than we are dropping the DSLR format and moving to mirrorless bodies. all of your lenses are now obsolete, please refer to our listy of EOs-M lenses...."
The way i see it, mirrorless tech will be a part of the future, but, only when the EVF will be as good in all situations as a OVF, and ---when the size factor is changed to allow for larger mirrorless bodies that will use EF lenses! If the only benefit to mirrorless is size and weight, then it will not be for pro use --- those are standard consumer needs... So, mirrorless needs to grow up if it wants to stay around and be more than a novelty item