..people are so bored with what Canon are doing that they're looking elsewhere for excitement
Exactly. A camera isn't just a tool to capture images.
Some cameras have a personality, a character, and some of them lend themselves better to certain uses by virtue of their design.
CaNikon bodies are, for the most part, rather bland black plastic looking bricks. I don't find any of them exciting
to use. The D800, for me, comes close but that's mostly because it works very well for what I want it for while most others were somehow disappointing.
This new DF actually looks like a camera design I would ENJOY using, although I'd prefer d800 guts to d4 guts in mine. I LIKE those manual knobs and buttons. They're unambiguous, you can adjust them easily by feel, even with gloves on or while the camera is still powered OFF.
The Df looks like an imaging INSTRUMENT, not a black box of wonders with various goodies buried in menus. The Df is very appealing to the photogs I know because it's causing a more emotional response with them. We don't NEED a Df, we WANT a Df. (or something just like it in the lens mount of your choice)