If the A700 and A900/A850, were not the success that Sony was looking for, Sony only has themselves to blame.
I agree, and I won't even mention the lack of advertising or pre release leaks. (ok, I will). If you look in the archives, you will see up to two days before the A700 announcement there was no indication of a 7 series camera, as opposed to the A77 where we were inundated with rumors and pre-release photos. At least Sony is learning hoe to get the interest up. It would be nice to see at least one TV ad for the SLT (rather than "make.believe").
The typical users of this level of camera, more so the FF models, are looking for more of a system then what Sony has out. And, it's not just lenses they are looking for. Sony has not addressed the lack of a true macro flash, sticking with their macrolight. It would be easy for Sony to re-release the Minolta macro flashes.
Yes, they should have just retained the ring flash port on the macro controller, but when they cut the deal with KM they obviously didn't understand the use of a ring
flash compared with a ring
light , particularly Minolta's flash with the 4 independent tubes. Even the Sigma with 2 tubes doesn't give me the control I had with the Minolta.
Unfortunately, I don't think it would be easy for them to bring back the old controller (from the way KM acted when they sold the a-mount - essentially trashing spare parts etc rather than selling them). That would mean Sony would have to develop a new ring flash (which would probably have face recognition built in), and I don't think that would have any priority with Sony -- the longer it goes, the more their user base has learned to live without one. So obviously no one needs one. (Think Minolta autofocus macro bellows -- in the MF era they released a new bellows with almost every new camera series, when they introduced AF they introduced an entire line of lenses, accessories, and flashes, but no bellows system - they never added an AF camera compatible bellows / bellows lens.)
As for Sony wanting to start a buzz for the 500mm f/4, by being on the sidelines. Sony does have a mock-up or two lying around. The front has glass, but it's unknown if the rest is wood. They could just mount it on a body and act like they're taking pictures. As long as no one gets too close, no one would know whether it's real or not.
Since Troy mentioned that one is a working prototype, they should try to get some "buzz" out of it, on a controlled basis so that some online magazine doesn't report that its no good because it looks like an unfinished product. And using a few (some wood, one prototype) at a sporting event could at least be used to get some attention.
tom