It already is the best for many of our needs. I may be totally surprised, but I doubt new firmware will be a drastic change to the HQ video times. Maybe double or so? There are real thermal challenges in a body this small doing EVF + IBIS + high data rates no matter how many conspiracy theories there are. Maybe a light enough codec can sort it out to close the gap to competition, but I am skeptical.
Personally, I doubt Canon could ever fix enough to quell the mob, and they will still be labeled as some villain. The same youtube crowd of emotional vloggers who keep repeating the same pathetic fallacies, hacks, and amateur hour engineering and will never stop ranting or hating now. Even long after they have their Sony or whatever, they will be all over blathering about the "conspiracy" cripple hammer until it stops generating clicks or boosting their ego. I actually own Sony products including their cameras in the past and have noticed a real cult behavior similar to many Apple people surrounding them. Canon makes for the best overall field experience for my needs and is currently really pushing the edge of features and quality, but I use the right tool for the job. No sense holding something to the fire for what it was not designed for.
It would be great if people could be adult and simply point out facts, make their complaint once, and move on and use what works for them. Most likely this controversy will remain for some time as the pent up irrational emotion has momentum now. I hope I'm wrong and it would be great to see the firmware make all these whiners shut it and cry about canceling their pre-orders.