In all fairness, I think that Fuji has done a really good job with their colors as far as emulating film is concern. The older D700 and M9 managed it a bit better then the newer M240 and other makers.. Sony sensors (even IN Nikon cameras) didn't get the memo ever!
I guess, there was a really long transitional period where people wanted to compare digital to film, because film is what they knew... It took a really long time for manufacturers to break people of that habit. I think sensor/camera manufacturers have really just embraced digital recently, and have ignored consumers in an attempt to change mindsets. They have focused their efforts on the technology that lets people shoot in conditions previously not possible. The sacrifice is the root of it all, which is familiar tones & colors. Unfortunately we've all been so conditioned to believe that images should have one color over the other, that we cannot accept change. I know I feel that way. Just think about the ORANGE BLUE hollywood trend over the last 15 years.. I've seen so many movies like that now, that if I watch an arthouse film I cringe at their color grading (which by right is a lot more natural and true to life).
Could camera manufacturers refocus their efforts on familiar colors? Sure, and it wouldn't take switching back to CCD sensors.. But higher ISO and more MP sounds better from a marketing perspective, and truth be told, I do enjoy the M240s ability to shoot 2 CLEAN stops over the S-006. So maybe they will as a nice bonus, but not at the expense of MP and clean ISO.
Just my personal thoughts having used every system currently available..