I will buy it because i don't have a zoom lens in that range, and have held off on getting one until the 24-70 II was announced. I have a 16-35, 50, 100, and 70-200, and also shoot with a 7D and a (sold now, being replaced by 1DX) 5D II. This lens sounds to be of equal or better IQ than my 70-200 2.8 IS II, so as much as i think the price is high, i think it will be worth it.