Except that supply has dropped drastically, which means prices go UP. And most Canon lenses have increased in price. The 17-40L used to be $625 or so...now it's $750. The Canon fisheye used to be $500...now it's $610...oh wait, that's what it was LAST week. It's now $659.
And the 17-55 HAS gone up. It's the same with rebate, but without the rebate, it's up $70. The 28 f/1.8 has gone from $429 to $459. Pretty much every lens has increased at least a little in price. The 35L has gone from $1160 3 months ago to $1235 right now