all i can say is -
you will be AMAZED how many medium format cameras got sold to "Non Photography Professionals"
You're right. I'm one of them. I've been playing around with Mamiya medium format cameras since the mid 90's. Yet I've never sold a photo or made any money professionally. I just like taking photos and until recently medium format film has been the optimal choice for me (I lack the interest and patience of 8x10 or bigger.) But I think there's a difference between spending a few thousand on a camera versus tens of thousands.
My 2c, if they make an excellent camera and keep the cost of a reasonable system (body and a couple of lenses) under $10k, there will be a lot of interest. Over that price, they'll quickly lose a lot of enthusiasm. Those that are left are probably already looking at Hasselblads. Probably the Ferrari edition to match their car.