We shoud think about the advantages of a new firmware-version for Fuji:
- Fuji could sell his "old"?- E2 for a better price - with this kind of "refresh".
- Fuji get better future sales of newer models because of recommended to have upgrades "traditionally"
- Fuji would have various posts and news in print- and online-media with a new release (and this for free).
My opinion: Fuji does a good job with firmware-upgrades - even from a financial point of view.