Despite its age, the current 7D is still a very capable camera, and one at that which has had quite an impact on the photography community. Maybe Canon wants the next iteration to be that much better?
And when I think about it, I suspect there was a very good reason why Canon released that v2 firmware not too long, and it was more than just updating the camera. It was more about making it relevant for even longer. I'm currently thinking about upgrading from my XSi, and the upcoming 70D looks enticing, but there's always the 7D as another consideration. Then again, I could always wait even longer for the 7D MKII in the hope that it's just that much better.
But why should I wait when I've been using an entry-level camera for the past 4 years? Any upgrade will be beneficial regardless of the camera these days. I don't know, we'll see.