Looks like MSRPs are around $100k for the C720 and $124k for the C720s. Doesnt do alot to fill the gaps between the C900 and C700EX in my opinion. There is still a big hole in the $65k to $100k range and considering that it shares almost all features with the C900, avoiding cannibalization is going to be tricky. Maybe a better fit as a low price alternative against the DC5000 or Canon C6000VP.