This would make sense, seeing that the aps-c/lens combination is about to be maxed out sooner or later when it comes to mp. The improvement potential on noise (low or high iso) is still large. And marketing needs something to distinguish products.
I keep hoping that they will take all this new tech and cheaper manufacturing and focus it towards larger sensors with lower pixel density instead. The MF/LF market is just itching for something competitive that drags prices down to something sane.... and there are still very few affordable view camera solutions which I suspect eventually people are going to rediscover and want to work with again.
Though I suspect instead, next year, we are going to see 'well, OUR camera can go up to 1M ISO!' 'well, OUR camera can go to 1.2M ISO!'.