If they're able to sell enough (by their standards, presumably to make a healthy profit), why would they charge less? If competitors offer "better value" yet customers don't select those products, then they are de facto competing. They're a business, not a charity."Pro" for Canon is an excuse to put the price even higher. The EOS R is grossly overpriced for what it is and these cameras will no doubt continue the trend. For 2 or 3 other manufacturers you can get great dynamic range, IBIS, excellent video features, dual card slots (in 2), fast FPS and more for £1600-£2000. The EOS R gives you none of that for £2350. It's not a bad camera but it's a very overpriced camera. If they reduced it to around £1400-£1500 it would make way for a £2000ish camera that can actually compete in specs vs price.