I have and use the 24-70 a lot. The big thing you gain from f2.8 vs f4 is faster auto-focus, especially in lower light, and that (for me) includes studio shooting - I usually have the modelling lights on proportional, and f4 can be insufficient for a quick auto-focus.
I'd also suggest you look at the 135mm f2L - awesomely sharp, and very rapid focus. Cheap, too - about half the price of the 85mm f1.2L. The 135 is a killer lens on the 5D.
BTW: the 24-70 and 24-105 lenses (and the 135, for that matter) are all black, not white. I think the 70-200 (all four L versions) is the shortest white lens in the Canon range. Even the 200mm f2.8 prime is black.
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