I'm convinced tech camera has a substantial growth potential, mainly in the amateur space. What's the coolest way to shoot landscape? Tech camera of course! Phase One's $35K for a back is still too expensive to unlock the true potential of the market though. There will still be amateurs that can afford it, but the lower the price the more can.
As far as I know one can't buy only the back from Hasselblad (except CFV-50 which I guess will be discontinued soon), which otherwise would be a considerably cheaper back than Phase One's.
So I think there are reasons both Phase One and Hasselblad should care more about tech cameras than they do.
Hasselblad has arguably the better camera and the worse backs. They get more backs sold thanks to selling it together with the camera.