Sony today introduced three new D-SLRs, ranging from the value priced A500 (APS-C sized sensor, 12MP for $749 list) up to the breakthrough A850 at a stunning full-frame 24MP for less than $2000. With these trend-setting prices is Sony ready to take on Nikon and Canon for leadership in the high-end of the camera market?...For the last 50 years various other brands have tried to challenge the hegemony of Nikon and Canon. One by one they have all fallen by the wayside, unable to overcome the tremendous distribution networks, product quality and breadth and customer loyalty of Nikon and Canon. The two of them, like Coke and Pepsi, have battled back and forth for high-end share but have fought within a relatively contained box. For the first time in a long time they now have a competitor with deep pockets, state of the art technology, massive distribution and a willingness to think outside the box and disrupt markets to gain share. In 2005-2006 Sony partnered with and then acquired many of the assets of the well regarded Minolta camera line. Often that is the end of the line for historic brands. But Sony has made a real committment to the products and in fact has greatly stepped up the investment and rate of innovation.In terms of price-performance the Alpha series of D-SLRs is now equal to the Nikon and Canon product families and is ahead at some price points. If nothing else this will be putting more price pressure on Nikon and Canon and--to the benefit of all of us who buy cameras--help force them to invest more in rapid innovation at the high end of the market. If it helps get old lenses overhauled to be competitive again for example (like the Nikon 80-400 and Canon 100-400) we'll all gain. Sony's 70-400 is a modern design right in the sweet spot of mid-range telephoto zooms.Sony has a wide range of lenses through many of the focal lengths used by most photographers. And as we first reported on early this spring they have been showing a prototype of a 500f/4 lens to help fill out the long end of the line. But that isn't everything the serious photographer needs. Nikon's Creative Lighting System has taken years of development and refinement which will be difficult to duplicate or replace for pros and enthusiasts alike. And of course the range of compatible accessories is daunting to try to replicate. But for those who look at their camera specs and lens selection first and foremost when buying into a new system, Sony is an increasingly competitive alternative.Even more interesting to those of us who like to push the imaging envelope is that Sony is not afraid to provide real advances in image capture. In camera HDR is a highlight of the new models, automatically combining two captures and aligning them for you. This could be a real breakthrough for casual and serious shooters alike. Sony has also pushed LiveView to a new level by using a second sensor allowing for better Autofocus while in Liveview mode.You can get the full skinny on the new Sonys online at PC Magazine.Whichever vendors win out in this contest the innovation and price competition offered by Sony is in the best interests of all of us. Are you thinking of investing in a Sony system? What will help you decide? Let us know on our forums at http://www.nikondigital.org.--David