In my opinion, price could be a lot lower. Gone is the complex mirror, exposure, AF, pentaprism which cost $$$ to manufacture, to assemble, and to maintain. Its all done by the processor now, at little or no change in cost. Canon could make a $1200 or $1400 price point easily. They will want to hit competition hard, because there are a ton of buyers who buy from big box stores and decide based on brand name and price. For that matter, they could sell the R for a lot less but they match the competition price for now.