To me this still only makes sense only as a studio camera, or a rental for projects with a reasonable budget, used in combination with a collection of your own existing EF lenses. There is absolutely no reason for anyone other than a studio who shoots frequently enough to justify purchase over rental, or a rental house to consider this as a purchase and even then there are many options to consider so it's going to have to be price/feature competitive in it's own range. The latest test video shown from it does look nice, but for the most part I don't see why it would be unreasonable to ask for that, or near that quality on any generation 2 HDSLR hybrid. Price drops for this camera only make sense if the competition in it's range (the new RED) demand it so. Also, if you are renting this body with lenses too then you might as well consider every camera there is to consider first, although with this things quality it doesn't seem like it would be a bad choice in the end.