PRICE RANT Ahead... (and sorry for the length)
First, I gotta say that all the non-Canon/Nikon companies are loving this. Tamron, Sigma, Sony, Samsung, Fuji, Pentax, etc. At least for the market that isn't yet heavily invested in lenses. But I don't think that market is really the market Canon wants. Are you a photo enthusiast? Read on...
I've watched and waited for new Canon gear with anticipation for a couple years. When prices were released for the 5D3, 24-IS and 28-IS I was shocked, esp for standard EF prime lenses. Then the 24-70 f/2.8 II arrived. Well, compared to the overpriced 70-200 f/2.8 II not surprised but still disappointed with Canon. Now the new 24-70 f/4 arrives, huge shock. After the previous insane EF 24-IS and 28-IS (non L!) lens prices, the EF 35-IS price was no surprise either but all of these prices are a big disappointment and just stupid expensive. Most every photo product that Canon has released this year including the G1X, etc shows a consistent Canon pricing trend to heavily gouge the market. They are trying to re-establish the general base price line upward and train everyone to pay more across the board. Perhaps they are following Apple's practice of demanding 40% margins. The real suckers that Canon is aiming for are the enthusiasts that are willing to spend more than pros on whatever the coolest current thing is, over and over. Pros don't upgrade the tools of their trade at the drop of a hat, they have a business to run. They take pictures for profit and mostly buy what they need. It takes time/effort to upgrade to a new body and if the expense doesn't result in a better business, it can wait. Enthusiasts buy because they need another endorphin high that results from another cool toy to add to their collection. They equate better pictures with better hardware. Canon loves these folks and is taking marketing to them to a whole new level. Most experienced photographers, those folks that have taken thousands of pictures over the years, don't buy equipment as often because they already have gear that works for them.
I (finally) just bought a new $2899 5D3 deal recently because that price was closer to the price I think the 5D3 should be worth and I've patiently waited for quite a while. I would have waited more if necessary. I've used a 5Dc for years and I skipped the 5DII. I bought a few L lenses (most used) while I waited. I get satisfaction knowing I got a great lens for a good deal and then enjoy taking pictures. The 5Dc and I take great pictures together. Guess what? The 5D3 didn't make me a better photographer. In fact, it has temporarily made me worse until I get as comfortable with it as my trusty 5Dc. It has a mountain of new things to learn. I'm an IT guy, I can learn new tech, but it still takes time and effort. All my EF and L lenses are still good lenses. I'm sure as hell not going to start replacing them with new (or even used) at the current insane prices today! Take a look at what you currently have. Is it that lacking? Really? Or could it wait 6 months to send Canon a wake up call to drop their prices? When I read books from legendary photographers, I see stellar images and think, "That image was made 10 or 20 years ago and it's breathtaking." You don't need a 5D3 and/or a 24-70 f/2.8 II to make wonderful pictures. And even if you think you do, you don't need it immediately at these insane prices. Those that jumped right away at $3499 for the 5D3 paid $600+ more than the camera was worth IMHO and sent a message to Canon that $3499 is a good price point, keep it up!
Come on everyone - Wake Up! Do you really need this stuff at these prices?
Canon has lost me for quite a while until they WTFU and get past this insanity. I am running away from these prices. In fact, I'm considering selling a few things now, not buying more. Unfortunately, there are thousands of fans out there that simply MUST buy all this new gear right away at whatever price is asked which will delay the return to reasonable prices for at least a year or two instead of just a few months. If the market (enthusiasts) ran away at these prices, they would quickly drop. But Canon expects enough enthusiasts to accept and swallow this price point to demand it and rake in cash which is a real shame. In this case, Canon equates "Enthusiasts" to = "Suckers". Our society has become so impatient and demanding of instant gratification at any cost that most consumers have truly become sheep. Upgrade cycles for expensive luxury items have become months, not years. Sorry if this offends you but if it does, then think a minute about why it offends you. Then go shoot some pictures in a 3rd World Country or even just a poor part of town.