[stoppingdown]

Of course hyping stuff can do that.

Two examples:

The DSLR hype. Many people were buying a DSLR because they told themselves they wanted a "serious camera". Part of those never needed a DSLR, or never got passed the point and shoot level. 

 

And then there is the silly high DR craze. Most forums are focussed on high DR sensor measurements, while most people do not get that they never will see the difference, or use the hidden-in-RAW high DR numbers.

 

So, yes, high ISO performance will be a consideration for many, even if rationally they will not need it. And that they won't even understand that equivalent ISO brings FF and APS-C close together.

 

If hype is so relevant (and I'm not arguing against), the size-factor will be also important. I mean, "mine is bigger/longer than yours". From this point of view, mirrorless will always be a loser with respect to DSLR.