There is no secret the photography industry is in turmoil the last few years, suffering from lower sales and profits. Many companies are frantically looking for new ways to energize photography fans by introducing fluffy technologies and retro body designs.
Now rumor is Sony may also be considering a Medium Format camera as well. Canon and Sony are the only two major sensor manufacturers. Sony supplies most of the sensors Nikon uses on their higher end cameras and provides Hasselblad with the 50MP sensor on their upcoming H5D-50C Medium Format camera. If Sony does decide to enter the MF space, they will not be directly competing with Hasselblad because their new entry may be a 'mini' version of a full sized MF camera.
The word is Canon may also enter the Medium Format arena. In my opinion, this will be an unnecessary distraction for them at this time. Medium Format photography is a niche market and should be left to niche companies. Canon needs to rethink its product strategy and concentrate on its strength. They are way behind in their meaningful product introduction - the EOS-7D Mk II camera and EF 100-400mm f/4-5.6L IS II lens, just to name a couple. Then there is the 'mega pixel' camera project, new Super Telephoto lens using the Diffractive Optics technology. The list is long and these products will generate more interest and revenue than any Medium Format sales in the future.