The 4k marketplace is changing boys, and competition drives prices down. This is a good thing.
If it weren't for Jim, many would still be giving Sony $10,000 for HD cams instead of shooting 4k or worse yet as Jim pointed out, $300,000 for a cam that is actually capable. Where's the beef?
Rental houses that upgrade their Epics to Dragon will only be into the body for less than $50,000. That's a one year old camera that is fully capable and still on the cutting edge. It will still rent and full systems will still command good rentals. The peripherals are not slipping in value and all rental outfits I know of slash camera rates already, making their real money on everything else. Folks are fond of saying "It's not the camera, it's what you do with it that counts." In rentals it's not the camera, it's the package and peripherals that make your money.
I also see this like a stock. You don't realize an actual loss until you sell it. As long as you hold it, and work it the camera has taken no loss. For some it may take a little longer and a little more investment to recoup, but it can recoup.
If Red were to lay down and let the first real competitor price them out of the market, then where would you be? What would Epic be worth in three years if Red were to quit? By staying in the game and developing the system Red is standing by it's customers.