August 23, 2007 was a day no Canon executive would like to remember. That was the day Nikon announced its new DX format flagship, the D300.

Saying that the D300 was the Canon 40D’s new competitor would be a wild overstatement as they weren’t really competing. Nikon’s new camera slapped the 40D into a whole different time zone!

Nikon further strengthened its hold on the semi-professional market two years later with the release of the D300s. At this point Nikon had completely dominated the mid-range market.

It was only in September 2009 that Canon had caught up and announced a true competitor worthy of challenging the undisputed mid-range king.

There is no doubt that Nikon greatly benefited from Canon’s failure to respond to the D300/s. Why, then, would Nikon now repeat Canon’s mistake?

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