Factor in 4 years worth of inflation/effects of recent exchange rate fluctuations, new sensor, 4K video then a MSRP of £3600 for the Mark IV is about what it should be really.
It's a £1000 more than I paid for the D800/D810 on release. Forget about the new sensor, 4K etc that has nothing to do with it, technology moves on and they need to offer better at the same price bracket otherwise where would it end.
The exchange rates are the only thing that may have a factor but USD 3500 = GBP 2654 today not USD 3500 = GBP 3600!
Very poor upgrade by Canon and even worse pricing.