More Canon Medium Format Tidbits

Another rumor concerning Canon’s supposedly upcoming MF system surfaced. The MF system will be part of the EOS family, Canon wants to do that because they want to be recognized as a brand that covers the broad market. How to position Canon in the global market thru the MF system is considered a “key aspect”.

Moreover, the medium format EF lenses are supposed to work on other EOS systems (full-frame) by the means of an adapter (same as happens with the EF-M adapter for the EOS M system (price & specs)). Development announcement is expected for Photokina 2014.

I am still rather sceptical about this rumor. How many medium format cameras are sold around the world? Is it really worth to make such a (strategic) investment for what at the end is a niche market? Will this really be profitable? What do you think?