Canon USA launches new instant rebates on select Canon RF lenses, save up to $400! | Canon Rumors

I remind everyone that the market always sets the price eventually. Clearly the market was telling Canon that the 100 RF Macro was overpriced, so they had to adjust the price. It has happened before with select EF lenses (Most notably the EF 24, 28 and 35 non-L lenses) and used to happen all the time with bodies. Pandemic-related shortages skewed the market for the last few years, but eventually we will get back to normal. But, don’t count on any across the board reductions, especially on popular items like the 100-500. The market has already spoken there.