Can't help wondering if this new camera is targeted at wildlife photographers, some of whom seem to feel overlooked with the 1DX. The testing location and lenses used would also tie in with this theory.
Perhaps it is a new higher MP APS-H.
Hypothetically, if you were setting off on an African Safari to shoot wildlife with a couple of long telephoto lenses, presuming you had to make a choice between FF and APS-H what would you use? What do most wildlife photographers use now? The Canon Employee was taking photos of a bird, when I want to take bird photo I use my Aps-C for the crop-factor although for most things I favour FF.
I'd love this to be the 5Dii replacement and I bet it's going to be announced very soon but... it also makes sense that the camera in the photo may be something else.