I don't care about video. Should I?

Quite right; do you really need AVCHD 1080/60p to upload to Facebook, just to have them convert it into a highly compressed stream?  No, not at all.  But this argument to me is somewhat akin to the "who needs a $2500 full frame DSLR to take snapshots of the kids" point of view too; you can get the same shots with a point and shoot.  It's more a mattter of what level of quality you find acceptable, and what level of creative control you want to have over the process.  I think most people can appreciate the difference in 2 pictures taken from the same perspective from my iPhone and A65, and I certainly do, and it's the same with the video.

I image the number of people making professional quality videos with the A77 and A99 are a small minority of those who own the cameras, but because Sony is developing sensors and processing for video cameras anyways, it's probably not a big cost to them to add the capabilities to the DSLR line, and for some subset of shoppers it might work as a competitive advantage versus other brands; I did consider the video capability of the A65 as an important selling point compared to the D5100 and one reason I spent more for the A65 versus the A55 (no A57 out when I bought) was that the video overheating problem had been fixed in the A65.