they wouldnt be as "shocked" if they only get their heads out of their a$$es
I think it's obvious that's exactly what they've been doing. The film community has been talking, and Canon has been listening very intently as evidenced by their actions (firmware upgrades). I'm sure there's a dedicated cine camera in the works. In the mean time, it appears they are bending over backwards to do what they can to service the community which of course only serves their bottom line.
I don't mean to make them sound like Mother Teresa. Though, with the money they're saving starving indie film makers on having to buy into Red, Canon is putting food in their stomachs. Damn, they are mother Teresa.