shashbugu
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I wouldn't call the ALexa necessarily "High End" compared to RED 1. It's body rents for about 300 more. So alot of mid level clients find that it's worth the extra 300 over transcoding time/fees. It's also dropped a few price notches in the last few months as every rental house is stocking up. Not kidding about the 30 bodies at CSC and 20 on order.
Prores to Arri is a Proxy codec. They want you to record raw, That makes it a highend camera.