I know there's at least one other major company in Japan that's just called Fuji, and there's a Fuji Corp. in the industrial electronics space, so Fujifilm still needs to differentiate and might have trademark issues if they dropped the "film". But yeah, if I wanted medium format, Fuji GFX would be an obvious choice. Reasonably priced, as medium format digital goes. Not too huge. And there's a lot of synergy between the GFX line and the APSC line (e.g. software compatibility, interfaces, film modes) which makes it very usable. But the images from the Z7 are so good I don't feel a need for a larger sensor, and though I'm a bit jealous of my friend's GFX100 I'm not jealous of the fact that it cost him $10k.