Because it is exactly the same, highly versatile focal range.
And a lot of people say: how much more IQ do I get when spending so much more money.
Of course, you are right, that staying in the f/2.8 line-up, the 24-70 could be another comparison partner, too.
Richard, another fantastic summary. Maximilian, I'm exactly that guy comparing it to my 28-70 f/2 and wondering which I'd like more. All the camera companies have long given photographers the devil's bargain of using a 24-105 that had "junior varsity" optics versus a "pro" 24-70. This one is interesting because the optics are much better.
Now, I find myself again in a similar position. I have the very nice 28-70 f/2 (and it's already pretty chonky), so would moving to the 24-105 f/2.8 make me happier for the greater range in exchange for the loss of a stop?
Pros:
0) Range is often limited at the long end with the 28-70, I find, for the way I shoot, so the added range would definitely be exploited
Cons:
0) Would lose a stop of light
1) MTF charts show the 28-70 much better on contrast, and - particularly - much less astigmatism (distance between the blue solid and dotted lines)
2) I can fit the 28-70 in a single lens bay in my backpack, even though it's a chonkster, while the 24-105 would take up two, fitting sideways
3) $3k is an awful lot of money for an f/2.8 lens. I have a suspicion this will be one that sees sales more often than others in a year
4) I have the 135 f/1.8 and a nice, cheap 85 f/1.4, and this is a good excuse to use them paired with the 28-70
5) Missing the semi-macro feature that the old Canon 24-105s used to have. They were typically around a 0.5 magnification ratio, where this isn't as good (around .1 to .3 through the zoom range). Respectable at .3, but not as good.
... so I think I'll not sell the f/2 lens and get the new 24-105 f/2.8. But I might have if I was shooting the 24-105 f/4 previously instead. Also, I have the sense that if it wasn't a "Z" video-oriented-featured lens, then it would be 25 percent less in cost. Feel like I'm paying a lot for something I won't use.