Maybe they think their improved lenses, and their mount-switching service could drive buyers to their camera offerings. So far I have not heard it is working. I think they have a lot of negatives to overcome with the Foveon. You get a file that is 3x larger to store and work with, without achieving the resolution you'd get from tripling the megapixels in a normal way, and they bog the processor down so badly they get a slow FPS. Hard to see the advantage so far.
It's hard not to think they might do better going with the more traditional sensor, perhaps even one purchased from Sony, ala Nikons strategy.
If they want to continue to be innovative in a little different, they should copy Fuji's non-Bayer sensor strategy instead.