The camera makers are pushing full-frame d-slrs as both halo products, and as profit makers for themselves.
The new battle ground is the entry-level full-frame market, with Sony trying to get in there with the A7 at $1699, and Canon and Nikon striving for a $2,000 or so offering. Sony's A7r is a 36-megapixel camera trying to draw sales away from the D800 by undercutting it on price, but also delivering the mirrorless advantages, AND also offering some very tech-oriented imaging features that prosumer customers will read about on-line and fall in love with.
I think five years ago, full frame was really a huge benefit to image quality, and to higher ISO shooting. But sensors have become much,much better, and now the gap between APS-C and Full-Frame digital sensors in not as wide as it once was. The advantage is now not as clear as it used to be in terms of image quality--EXCEPT in lower light situations and/or at High ISO settings, where bigger really *is better*.
But if a person wants more depth of field for a given picture angle, then the smaller sensors deliver more depth of field. In fact, for some situations, the m4/3 cameras would be the best choice today. Look at Ysarex's new Fuji XE-2, and its KILLER-sharp, metal-barrel, new Fujinon lenses...a 2x FOV factor means deeper depth of field than a person can get at wide f/stops, a killer new X-Trans sensor technology, beautiful color, and a smallish, lightish camera that looks kind of cool, and which delivers hyperfocal depth of field pretty easily for when that's wanted.
Maybe some people should be asking themselves, "Do I need a m4/3 camera system?"