Well, in the world of professional cameras, you've got amazingly entrenched Nikon and Canon camps -- and laughter is heard whenever Sony is mentioned.
I like Nikons, I like Canons; I've shot both. But I'm telling you: Sony is starting to get it. The Alpha 100 had issues -- but its strong points were better than the equivalent Nikons or Canons. The Alpha 700 made the case that Sony can match the mid-level capabilities of the old guard, and the latest releases show Sony starting to innovate.
David Pogue gets it:
Revolution in Single Lens Reflex
"Just by looking at it, you’d never guess that Sony’s new Alpha A300 digital camera represents a huge technical breakthrough. To discover what it is, you need a tour of its innards. Keep hands and feet inside the tram at all times."