Here is an interview I discovered with Peter Griffiths (@fujiguys on twitter) who is a rep from Fuji UK.
A couple of highlights...
• Apparently in LR, you can change your camera calibration to apply Fujifilm film simulations (I haven't had a chance to check this out)
• Will not reveal Fuji's direction towards full frame sensors, but they are committed to the quality of their APS-C, X-Trans CMOS Sensors
I'm sure I missed a couple of interesting highlights as well, but these seemed to jump out at me.
Listen for yourself...
http://www.terratech.tech/podcast-1/2015/8/24/terratech-02-camera-sensors-and-software-film-emulation-explained