The big announcement to me ( I was there ) was that Canon is obviously making a commitment to filmmaking "on purpose". It is a proud group of people that seem to genuinely want to make equipment and systems suitable for professional shooting - not just a neat science experiment as we have seen so far. They put enormous efforts into new a and nice glass, they have spent a lot of time getting to know "us". The C300 is not the end of the road for Canon, just an experiment (IMO) in technology vs. cost vs. cool factor. I suspect the C300 will find it's way to the market at a price way less than the 20k list price - or they won't sell too many. Canon will learn about how it works here in the big leagues, and I suspect they will keep us on our toes.