.. Nothing!
See: http://www.eisa.eu/awards/3/photo.html (N.B. Content of this page is updated every year!)
Canon, Nikon, Sony, Olympus, Panasonic, Fujifilm, Samsung, Sigma and Tamron are all there, except Pentax!
IMHO, these awards are selected in a way that every brand could appear as the winner(s) for different categories as far as possible, already! :-o
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TIPA Awards 2010 Announced
Tuesday, August 17, 2010
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Michael · 763 weeks ago
Comeon Rice, Sigma should get the award for the potentially best lens, actually as they don't get their QC right and still a major percentage of sigmas consumer lenses is decentered, Sigma themself being unable to fix it.
All those awards are basically a marketing operatioon, unreflected in their judgements and hyperventilating in their praise of the winners. Ignore this, please.
RiceHigh 110p · 763 weeks ago
David · 763 weeks ago
Some of these winners are no brainers (7D, D3s) but the rest are subjective. Really, what does the Nikon 300mm have over other pro lenses? Or the Olympus over the W90 in rugged category?
Or to look at it another way, Pentax would have won if there was a medium format category.......
As far as lens quality discussed above, I never had a problem with Sigma lens build quality, they always feel solid. To me, the Sigma's usual softness with their larger teles is a problem. This, however, is a 17-70mm, so that shouldn't be an issue. I guess these are open to new or thoroughly revised products, because I don't know how the Sigma is any better than the Nikon 17-70, and Popular Photography rated the DA* 16-50mm better than cheaper Sigma counterparts (but that is an old pro' grade lens I guess).