As this is a rumor only we may be getting well ahead of ourselves.
Sigma has a good record of late of delivering outstanding lenses in its Art line. As others have noted, if it is as good as we hope it should be able to command a high price.
The fact that Sigma is burdened with a history of budget pricers lenses is what is hurting it at the moment. They want to occupy the space that Zeiss now inhabits as they have seen that solid construction and superb optics are able to command a loyal base of eager buyers.
If the lens is good why don't we accord them the respect they have earned by paying a price that reflects the quality they have put into the product?
Good points. I would say they are much more clearly going after the red-ringed devils more than Zeiss. This is an autofocus lens looking for autofocus users. These Art series lenses (despite anyone making Otus comparisons) are aimed at besting their L-series counterparts for less money. That's a great goal and I love the extra value these guys are now giving us.
That said, these new primes are big
. I believe the new 50's specs describe a lens very close in dia x length to my Canon 24-70 F/4L IS zoom
. So it's a pickle jar of a lens when I'm looking for standard primes to be more the size of a cocktail tumbler. I've really enjoyed the non-L IS refreshes' smaller size and weight in comparison, but again, I want to see how this new Sigma performs. It might be worth the size...