Did anyone ever call 35mm film "full frame" before digital came along (except maybe in the context of those cameras that could shoot 2 or 4 pictures within a single 35mm frame)? I think you might be able to argue that anytime some refers to FF in this context they are talking digital.
No, quite the opposite. 35mm was traditionally called the miniature or leica format.
All those folk with 6D's and 5D3's thinking that 'full frame' is just the best thing ever... the medium format guys haven't even noticed you are in the room.