Originally posted by Rondec It would just be nice to see them pick some price point between the IS and non-IS lenses. A selling point for Pentax would definitely be: "You don't need IS in the lens and you get a price break as a result."
If you look at lens prices, the strongest correlation between a feature and the market price is perceived IQ. Canon's L glass, Sigma's Art series, whatever Nikon does to differentiate more expensive glass from less expensive offerings, Pentax's * and Limited lenses. The second strongest correlation is brand, third is maximum aperture, fourth is AF motor and for systems without in-body stablization, non-IS lenses are cut-rate and obsolete, sometimes not even good enough for kit lenses. So, for new Pentax customers who have a history with another brand that has influenced their perception of value, if Pentax tries to attract them with the benefit of saving money by not including in-lens IS, they will attract cut-rate customers, who really ought to be looking at the availability of cheap used lenses. For that type of customer, used lenses on modern entry-level bodies is the best price/value combination out there.
The other point I want to address is that manufacturing cost only sets a price floor, and distribution costs (i.e. markups from the factory to the end-user) are going to represent at least 50% of the list price. Photographic equipment is not priced in the market according to what it costs to manufacture, it is priced according to what consumers will pay retailers. Price shopping by consumers is the final step in their decision making process, after deciding on product category, brand, type of retail outlet and total spending limit. No offence to anyone, but there is a mountain range of academic and commercial research to show that
every consumer is this way.