This is 100% guranteed a losing battle.
I disagree. There are definitely advantages, but there are disadvantages too:
* You lose some control over your direction
* Someone else benefits from your money
* Someone else can take your business from you
* Someone elses business can go in a different direction, leaving you high and dry
.. and so on.
I couldn't say which is the right route, but it's most certainly NOT a 100% guaranteed losing battle when you consider the long term of that business decision.
Don't forget that Canon aren't on their knees. I know a lot people seem to think that the sensor situation is going to kill Canon virtually overnight but I guarantee that it wont. Most people who own a camera never even go to DXO. They've never even heard of a sensor test. Many photographers don't even know what DR is.
As an example, dpreview.com 10-15 times the level of traffic that nikon.com gets (and 80% of those are to the main site, not the forum). Nikon.com gets 3 times the level of traffic that dxomark.com gets. Canonrumours.com and nikonrumours.com didn't even feature on this scale at all.
We are in a very niche area of the industry on this site and a number of other similar sites. People are much more likely to see what dpreview say. So far they've not said anything much the 5d3 (that I've seen) but they certainly don't torture test sensors (again, that I've seen). They present a fairly balanced view rather than just crushing on a sensor.
A camera is more than a sensor...