They are talking about pixel density. Take the 7D or instance. Suppose I take a picture of a bird with a 200mm lens and I have an image that is 5184 pixels wide x3456 high and I have a bird that takes up 65% of the frame. On a full frame camera with the same lens, to get an image where that bird takes up the same amount of space in the frame, I would have to crop. To crop the image and still have an image that is 5184 x 3456, I would need an image that was (5184*1.6) x (3456*1.6) which means I need to start with an image that is 8294 x 5530 (rounded). This is 45.86 megapixels. At the moment there is no 45MP canon full frame camera out there. If there were, images of that size would not allow for framerates that are desired for such work.
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There is pretty much no lens you can get that has enough resolving power to match the resolution of a 45MP full frame sensor. And the same holds true for the cropped 7D at this pixel density. Additionally the 7D has quite a strong anti-aliasing filter which also loses resolution. There are very few lenses that need more than 20MP as we can see with lens performance on the D800. The 55mm Zeiss Otus and super telephoto primes are the only lenses that need more than 20MP.
Compared to crop you can achieve just as good results if not better by using a Teleconverter on a full frame body in terms of reach, sharpness and noise. The real advantage of the 7D is frame rate, unless you can afford a 1DX that is.
Let me try this. Pro wildlife shooter has a choice between a 70D (latest crop) and a 5D3 (latest FF). I see that he would need a 600mm f/4 IS II to pair with the 5D3, and could get similar shots with the 70D and a 400 f/5.6. The FF setup is going to cost a TON more money. Is the crop setup going to turn in results nearly indistinguishable from, or even better than, the FF equipment? I can't get my brain to accept that.
Pretty much, never judge capabilities by price tag. As you can see its a superficial way to judge gear.
Note the 7D is generally more popular with wildlife shooters than any other body, due to frame rate and reach.





