To clarify my point, Michael Coyne jumped to the X100 because he liked the camera...and he began using it professionally in the field. Fuji got wind of that, and they had him test the X-Pro 1. He liked it too, and Fuji asked him to be a spokesman of sorts with the video (shot with a 5DmkII and it looks great).
So, the video is a set-up, but my original point is that the X100 (and now the X-Pro 1) are out in the field being used as professional gear.
I wonder, though, how reliable he's found both. I love my X100, but I wonder how long it'll last with the aperture constantly opening and closing without my input. It's probably a cheaper repair than an M8 or M9 sensor replacement, anyway...