Only a company like Leica could pull it off. Can you imagine Porsche restarting the 993 production line? Who in their right mind would buy them new, now?
Seriously though, how are they marketing it relative to their other current film cameras, the MA and MP?
I got seriously into film photography during the lockdown, and inevitably ended up with Leicas, IIIc and M4. I'm setup to home develop and DSLR (mirrorless, to be precise) scan. Planning to start doing darkroom stuff next year. I didn't even take photo classes in high school so all of this is new and exciting to me. Colour film price has gone through the roof just in the last 2 years I've been shooting. I mostly shoot B&W and now trying out bulk rollers to use with Kodak motion film stock in the future.
I tried a Fujifilm X100 for a while, which is supposed to give you that "film" experience. It's a slow camera so that part is covered, but as soon as I pick up a digital camera, I revert back to shooting multiple frames, just because I can. Conversely with film I'm forcing myself not to be too stingy with the shots and actually experiment more.