Blackmagic was essentially started by a hacker in Grant Petty, and you can tell. RED took the existing ethos of the industry that says everything must be expensive and reserved for the elites. Sony is just Sony, and Alexa came from Arri which doubles the price of anything to put its name on it. BMD is the ultimate in "disruptor" category to me. Fuck your Uber or Musk examples, Grant Petty is a gawd! /s Really, though, he's pretty damn cool. Urban legend says that he even wrote the first drivers of his competitor AJA boards.

When BMD bought Da Vinci, they got a huge acquihire leg up on color science. Recording RAW at the sizes cinema cameras do requires fast storage that just wasn't cheap when RED/Alexa came about. Even with cheap storage, neither of those companies are going to debase themselves by lowering prices. There's a lot of technical reasons why BMD cameras can be cheaper, but the main reason is corporate ethos at BMD is totally different than other players.