I think it will come to this in the end, because it's a way for larger manufactures to continue to make a profit against the cheaper manufacturers. For instance, I agree with a lot of people the the Chinese film can't stand up to FP4 or Plus-X, but I've got a few rolls, and when I want to see if I've got a shutter working I'll reach for the Shanghai. Kodak wants to cut that out of the loop if they can, bet your booty. So if they can cut costs such that I can keep Plus-X on hand within a reasonable differential of the Shanghai, like most reasonable people I would do it. But they aren't hurting badly enough yet to sell "generic" film.
Perhaps one could even pitch it as, "we abandon the box for the environment" or something. Give a marketing guy a few minutes to put a positive spin on it, and it will be in a TV commercial.