Canon CEO: Semi-Pro APSC DSLRs are following the Dodo ...

"Pros", as they are called in vernacular, show constantly that they can make fine photographs with almost any kind of gear today. Image quality coming out of modern pocket cameras is almost unbelievable. Yet Canon wants "semi-pros" switch to FF. Who is a semi-pro? Well, ALL of their enthusiast base, of course. It's a very flattering term to bestow upon all enthusiasts. And an FF promise makes everyone more enthusiastic — it's the promised land!
Thus Canon CEO wants its "semi-pro"users expand horizons, while still spending more time inside their cage, which is their glass especially for non-cropped sensors, or, their legacy FF mount.

Thus what Canon CEO doesn't want to say, is that their so called FF strategy for semi-pros is aimed at

• the most enthusiastic part of their user base — they are loudest ambassadors of the brand
• wannabes,
• amateurs and
• suckers born each minute in waiting for 70D and 7D MkII to be released,

or, all who think that by "having FF cameras now is better anyway than waiting forever", and   "such smart decision will help me make look like prrooo".

It's a careful psychological game of slowly restricting caged hens one kind of food, to feed them with the new food — and make them look like the new food is exactly what they needed all the time.

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Zvonimir Tosic
“A portrait is not made in the camera, but on either side of it.”
— Edward Steichen