First watch the short video above, then head over to PetaPixel to get the background, they got the news and no one will mediate you the idea and tell you the issue better. I am too tired today. If you want let me know in the comment section. For me it is a “no comment” thing :-/
Well, I give you a spoiler: It appears that Canon took inspiration for the video from a real director, who uses Sony gear.