Isn't obvious? Its intended to fall between the 7D and the 5D. Its a upgrade for the 60D users or even 7D owners. Its a low cost entry level FF.
Wealthy buyers will get a M9, they don't go for low end models.
Fair, but a number of 7D users choose it not because they can't afford FF, but because they want the best
APS-C SLR they can buy:
1) They won't have to lug as large/expensive of a lens for a given target, or if they want their long glass to go 1.6x longer, it can.
2) They want a working AF system! The 7D AF is widely considered better than the 5D2 (and by extension, one would think this new 6D as well).
3) Is there another recent 8 FPS Canon DSLR under $2k? I'm not aware of one.
4) For some folks, the IQ that FF brings is secondary to just getting the shot.
Birders and sports guys are awfully fond of their 7D cameras from what I'm told. This shouldn't get them flipping over to FF, IMHO, as that may be the last thing they want to do.