It seems to me that Sony decided to wait until April (NAB Show) before releasing the 4:4:4 recording capability in order to compete with the Red Scarlet S35 package.

Once Red announces availability and pricing, Sony will be in a better position to price their offering.

Comments, questions, snide remarks?

Discussion already underway (minus snide remarks, since those are very much unwelcome here):

http://www.dvinfo.net/forum/sony-xdcam-f3-cinealta/487791-sony-f3-vs-red.html