The other revelation about the sensor is the ability to truly work in low light. This isn’t some hype; this isn’t a case of setting up a camera and a tripod in a studio under perfect conditions and shooting an image at [ISO] 1600 and saying ‘look how good it is’. That’s just not the ‘real world’ for me. The real world is being able to go into some dark basement in some dark place, covering a difficult issue, and being able to make a picture that I previously could not have made because the sensor capabilities just didn’t make it possible. Previously, if I shot this [type of picture] it would be noisy and there would be all sorts of problems with the file."
You said more than Canon's lost marketing department could say throughout this launch.
To introduce this camera, you do not shoot nicely lit studio stuff and hope to showcase that against the megapixel-hungry competition at 100 ISO. You show a dark candle-lit scene; or a stormy cloud landscape; or a night sports shot or whatever you do to showcase stuff not possible before. Yes, some of Canon's Masters have done that (the Formula One stuff for example) - but the launch, the samples, wtf!
It wasnt for lack of headline. Marketing had their headline and they just blew it off with poor messaging. But has that not been the way for the past year - with the lack of any transparency in what is a professional tool?
Personally I am going to enjoy capturing all those images with the 5DmIII. And enjoy not looking at a noise circus at the 100% pixel level. It will be a cool camera with the headroom to be truly creative.