Fair point, neuro. It absolutely does count as a mid-range (price) normal zoom lens. However, in comparison to lenses like Nikon's 24-85mm VR it: 1) looks antiquated (1998 vs 2012), 2) has generation 2 IS which is noisier and much less affective, 3) is large and heavy and 4) does not go to 24mm. Heck, even compared to the EF-S 15-85mm the image quality, features, and build quality seem to be lacking. Something in the same price range for full frame is needed.
I mentioned the 17-40mm only because it is the cheapest new-in-box UWA option from Canon. If Canon could undercut the Nikkor 18-35mm with better build quality and image quality it would be huge. Additionally, Canon will definitely be coming out with a 14-24mm f/2.8 and something to compete with the 16-35 VR (and you can bet they'll both be substantially more expensive than the lenses they replace) which is all the more reason to come out with affordable, modern, non-L zooms.