Whats up with Canon - 70-300/4-5.6 L

After reading the announcment of the new canon lenses I think that canon takes us consumers for idiots.

They bring out a new 70-300mm lense, which is fine.
The lense is sharper than its predecessor - fine too.

BUT:
A white "L" lense 4-5.6 ?
For $1500, which is 2-3x the price for any comparable lense on the market????

This isn't a pro-lense, as it is much too slow.

This is a consumer allround-tele-lense and therefore it is too heavy and too expensive.

So I am curious who this lense will sell for this price (if you can get a 70-200/2.8!).
(but I might get surprised, as this lense is so beautiful white...)

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