We all want stuff to be better, but don't want it to cost more. Well, that's unrealistic. If Canon is going to improve their cameras and lenses, they're going to expect to charge more too. That's the way the world works. That's what we do as photographers too.
Don't necessarily agree with the notion that everything new and updated must cost more, or at least a lot more.
There are plenty of products out there where new and updated versions are better and less expensive than previous versions such as the computer and TV industries. Yes I realize its an apple vs oranges scenario when comparing photo equipment with TVs and computers. Photo equipment holds a much better value than TVs and computers.
IMO it seems to me Canon chooses to charge the very highest price they think the market will support in effort to make a profit as opposed to charging a slightly lower price and making that same profit with higher volume of sales. We all know Apple is very successful with this strategy, but they could increase their market share even more if they lowered their prices some.
Yes I get it, Canon is in business to make money. I believe their primary goal is not to make us happy, but first and for most make money. I realize they need to cover their R&D, manufacturing, tooling, and material costs. But don't tell me some of those costs can't be carried over into the next generation of a lens or body.
I'm saving up for a 35L II in hopes of WS. I'm expecting this lens will be priced too high and I will end up getting the current version. As a general rule, I think a 15 to 20% cost increase over the current is justified and I would hope Canon can still cover their costs and make a profit.
I"m not an economist or marketing person so maybe I'm missing something, but I' don't think I'm too far off.