It seems like Canon are slowly moving towards phasing out non L lenses (EF, not EF-S). The new 70-300 seems to me to not actually be a professional lens, it's far too slow! It seems to be aimed at amateurs with cash and is a straight replacement to the previous version which wasn't an L lens. The Macro 100mm L lens is another example, although this might be useful to some pros. Are we going to end up where L doesn't really mean anything anymore?