New BigMa - Sigma 50-500mm F4-6.3 EX DG/HSM

Sigma have announced a new version of the BigMa

50-500mm F4-6.3 EX DG/HSM

http://www.dpreview.co​m …5051901sigma_50​-500mm.asp

What does it mean that the lens is optimized for digital? Is it just marketing hype or what?

ISTR they're multi-coating the rear lens elements to help damp out flare from light reflected off the sensor. IIRC, this hasn't been a big problem with pre-"digital" lenses in general, more a "We've changed our whole lens line-up when we went digital, and now we're trying to justify it to our marks^h^h^h^h^customer​s" move.

It would be just perfect if they added an IS version of this lens.......

From Sigma's website (BTW, I don't see this new Bigma there yet):

DG (DG Lens)
These are large-aperture lenses with wide angles and short minimum focusing distances. With an abundance of peripheral illumination, they are ideal lenses for Digital SLR Cameras whilst retaining suitability for traditional 35mm SLRs.

It's probably just marketing blah blah. Note that if it says DC (not DG), it's a lens that's only useable on 1.5x or 1.6x crop factor cameras:

DC (DC Lens)
These are special lenses designed so that the image circle matches the smaller size of the image sensor of most digital SLR cameras. Their specialized design gives these lenses the ideal properties for digital cameras, the compact and lightweight construction is an added bonus ! including compact and lightweight construction.

At first sight, it looks like it's exactly the same as the old version of the Bigma, it looks like they're just using different coatings now and added "DG" to the name.

I would buy one in a heatbeat if it had OS