About 18 months ago I was at a wildlife photographer event put together by a couple of Canon-shooting social media types, and a Canon rep popped over to let folks try some of the (then) new RF primes. To paraphrase his reaction to the group of upper-middle class, semi-retiree, serious shooters, "This is a community of photographers Canon just doesn't seem to want acknowledge. If they would build for them they would sell a shit-ton of glass. They just want to see their big stuff on the sidelines during sporting events." I've heard nothing to change my mind. Nikon saw that niche and responded.