Camera Manufacturer Posturing Ahead of Announcements

I find it amusing to see all of the communications from Canon, Nikon and Sony in advance of their fall announcements. Canon is #1 in mirrorless, Sony claims number one in full frame, Nikon #1 in fixed lens cameras and DSLR loyalty . . .

Every one claiming a top spot in one category or country!
Everyone gets a pat on the back!

The marketing machine keeps churning I guess. It's definitely amusing, but I can't help but wonder what impact it actually has on sales. I would expect, with absolutely no evidence, that the majority of camera buyers make their decision on what to buy while standing in front of a display in a store.

Does anyone have data regarding what proportion of ILC sales come from the full frame market? Considering the cost, I would have to assume that it is relatively low and that most camera companies make their money on lower end models.
 
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