I studied the full-frame vs non full-frame options and based on my current lenses (Canon 10-22, Canon 2.8 70-200L, and Canon 17-85 APS) plus the fact that the 7D was a newer model than the 5 IId, with some improved features over the higher-priced camera, I opted for the 7D. That also gives me time to buy a dedicated flash later instead of needing it right away. Each person may feel differently, but I have not regretted the decision at all. The image quality, ease of learning (I had a 20d previously), the video options, and the increased megapixel count, I felt the camera was a real value for the money. The build quality and materials made this a better camera for my purposes than the other lower-priced APS Canons, although some may not care. I am in the field a lot and don't want to take a chance with a plastic body or less water-tight seals. This camera will not disappoint! The video takes a little getting used to, but it is a new additional fun feature to try out and I am getting the hang of it now. It is really a major upgrade from my older Canon 20D.