This exactly. How much money has Sigma made off of the 18-35 1.8? Canon could have had a big slice of that but they always chose to treat their crop cameras as junk. Companies like this are filling the void. The video features aren't an accident. There are tons of S-35 video cameras this will work nicely with. People keep telling us we should be excited and grateful to pay 4X as much for a FF lens as a crop lens but I am not falling for it.
First, how interesting is it? It has a 40 degree (side-to-side) field of view, just like a 50mm full-frame. It has a 37mm aperture, so the same bokeh as a 50/1.35 or so, basically 50/1.4. In fact this isn't that impressive a lens. Using the same technology and parts budget, they'd only be making a 50/1.4.