[toni-a]

From a commercial point of view, obviously this camera won't sell a lot, and won't make much money to Olympus, however every company must have a flagship high end model for their brand image.
Panasonic who already have their full frame offering won't be making such a camera, they don't need it. Olympus without such an offering would look like the weaker side, they had to do something about it, and they did.
It's a marketing thing, having a high end models is a positive thing for the sales of all your models, just like making a high performance formula one or rally car will boost the sales of all that brand cars