They’ve probably got a pretty good idea of the market for it, considering they’ve been perhaps the main seller of the remaining stock of Polaroid film since it was discontinued in 2008. From what I’ve heard, Polaroid stockpiled material to produce film but stopped producing the chemicals they needed several years ago. Demand was higher than they expected, so the discontinuation actually happened several years earlier than originally planned (due to depletion of the stockpiled supplies). So there are apparently more people who want Polaroid film than even Polaroid thought.
I plan to order a few packs of this new film from The Impossible Project when it goes on sale on Thursday. I’ve got two SX-70s and two Polaroid 600 cameras that I use regularly. Also have a Polaroid Image 1200 (Spectra) camera, but they don’t expect to release new film for those until later this year, so I’ll have to keep using the film I have in the fridge for that.