Why can't people understand that lenses limit resolution and that cramming more megapixels on a sensor simply increases file size.
Take an average lens like the Sigma 30mm f/1.4 (non-ART) according to DxOMark's Perceptual Megapixel score the 20 megapixel Canon 70D and the 24 megapixel Nikon D7100 (without AA filter) both effectively resolve the same 10 megapixels.

Image from DxOMark.com used for educational purposes
Or with an excellent lens like the Sigma 35mm f/1.4 ART according to DxOMark's Perceptual Megapixel score the 20 megapixel Canon 70D effectively resolves 15 megapixels and the 24 megapixel Nikon D7100 effectively resolves 16 megapixels, so by adding 4 additional megapixels to the D7100 and removing the AA filter you gain only one additional megapixel of effective resolution.

Image from DxOMark.com used for educational purposes
Even on full frame cameras adding megapixels results in diminishing returns. Again using the excellent Sigma 35mm f/1.4 ART lens, according to DxOMark's Perceptual Megapixel score the 22 megapixel Canon 5D Mk III effectively resolves 19 megapixels and the 24 megapixel Nikon D600 effectively resolves the same 19 megapixels, and even the 36 megapixel D800 only effectively resolves 23 megapixels. So for the 60% increase in file size of a 36 megapixel sensor you only gain a 20% increase in resolution.

Image from DxOMark.com used for educational purposes
If you want more resolution, the solution isn't adding more megapixels. If you want more resolution you need to go to the larger glass and larger sensors of medium format.
Canon has shown that it understands that more megapixels is NOT better. It reduced the number of megapixels in the Powershot G series, it reduced the number of megapixels of the 5D Mk III.
I'm sorry the 40 million photosite density of the 70D sensor is real, not marketing. Canon coming out with a 40 megapixel APS-C camera would be pure marketing because its effective resolution wouldn't be much more than that of the 70D.