It doesn't seem that complicated. It's as simple as "The camera is pretty good now, what if we marketed its quality by shooting our event with it and hyping it

It doesn't seem that complicated. It's as simple as "The camera is pretty good now, what if we marketed its quality by shooting our event with it and hyping it up that way?" Likewise USB-C: "We can make more money if we have a special proprietary charger". It's never that complicated really, it's all in execution.