Because now you need to make an announcement that you’re making an announcement to release a product, RED (if you didn’t know, they make cameras more expensive than a mansion in Detroit) has announced that they will be announcing their new “Scarlet” camera on November 3rd. The oft-delayed, professional-level camera has been hinted at since 2009, with RED constantly adding to the camera package and in turn, the price.

The date is intentionally selected, as rival camera company Canon has also announced that they will be announcing a release of one of their new products on that very same day! Announcements of announcements trumping each other each promising to trump the other with a later announcement? It’s like the weigh-in in Inception Chessboxing. 

It’s on.

[via Engadget]