Well, there were many formats in film as well, and medium format included 6x4,5, 6x6, 6x7, 6x9 and 6x17cm ...
They were all significantly different from 35mm. With this new format one has to ask what's the point, it's like moving to Sahara and saying we need to move away from this old idea of living near fertile land or where there are other people living. The manufacturers just want to sell you a new line of lenses before you realize there is not much benefit for the user as they have to buy all new infrastructure / lenses. Personally I enjoy having lenses available.