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Usually, the 70-300mm lenses are the "beginners telephoto"; they have average quality but they are very affordable. With the new 70-300 L, Canon has proposed a very different lens, that promises first rate image and built quality. The price is extremely high for a 70-300 f/4-5.6, and the expectations are high, too: let's see how this lens performs.
As usual, I recommend to give a look to the page Testing and reviewing a lens: it will help you to understand better this review and my testing methodology!