I was wondering when a major manufacturer would do this. It probably hasn't been seen to present enough market for the "major" players such as Canon and Nikon to be interested up til now, and as a smaller player Fuji have stepped in. It will be interesting to see what happens to this market over time.
As well as the law-enforcement markets referenced in Fuji's press release, I can see the aerial mapping market also being interested.
Note however that the S3 Pro UVIR does not seem to have an option for an internal IR-only filter, and thus when you add a filter that will affect the viewfinder as well as the sensor (although the live preview function is a help here, and is apparently the only means of tweaking the focus for non-visible wavelengths). So shooting IR handheld is probably not a convenient option.
This is roughly equivalent to the "CLR" conversion option I offer on other camera
models,
BTW.
Hopefully I can get my hands on one of these later in the year.