What's with people's ultimatums that Canon had better bring out a FF mirrorless immediately or else they're gonna jump ship and that Canon's going to be in financial ruin? Lol. Isn't it your loss if you jump and when Canon brings out their FF and it's just everything you've ever wanted? Not to mention that although camera tech may advance every year, lenses really don't. And Canon lenses are just about the best there are for the money. And Sony, having a lot of sales, well of course they did. They release a new camera every couple of years. And since mirrorless tech seems to have advanced so quickly, they had no choice. Not to mention that they've been at it with FF mirrorless for quite some time now. But when mirrorless technology plateau's then what? Are people going to raise their pitchforks? They can't just polish an old turd and hope it'll sell. Eventually people will catch on. There's really nothing wrong with a long life cycle. As long as the new model has truly advanced and refined. Sony is far from refined if you ask me. As a Sony dealer, I can tell you that they lack in so many departments that other lines in their company is utter garbage. Up until a few years ago, Sony was a Playstation company first, then everything else (tv, portables, audio, car, cameras) a distant second. And in those other departments, they're severely x10^3 mismanaged. Look, products go in cycles and one year, brand x will be on top. Then next year, brand y. The year after that, brand z. Internally, it takes times to R&D for a revolutionary product. And good things come to those who wait.