I think the styling and cosmetics of cameras greatly influences people's purchasing decisions (assuming the camera in question has the desired specification). In fact I believe that styling was the main reason why Nikon lost out to Canon on sales of DSLRs and now even more dramatically with MILCs.I really like the look of Fujifilm products.
Fujifilm have always produced attractively styled MILCs, but I never liked the ergonomics of the XT series. The X-H2S is much more to my liking, combining Fujifilm's beautiful and instantly recognisable trademark "retro" look, with specifications that blow many other cameras, including high-end FF models, into the dust.
Hopefully the existence of the X-H2S, and the likely launch of new Sony APS models, will encourage Canon to launch a pro-grade APS, based on either the R6 or R3. I suspect that prototypes already exist, but that they've been put on hold for a while, as a prosumer R7 will undoubtedly be a much bigger seller.