I’m sure they are going after Olympus users. There is bound to be some migration away from mu43 and Fuji is a definite option. The biggest potential barrier is how they feel about the X Trans sensor look.
Let me add that I certainly don't think going after mu43 users is their only goal. I think the control design implies they are going after everyone who is looking into APS-C as an option. I think some Fuji users often forget that lots of modern photographers like the control wheel configuration and Fuji would be more than happy to take their money as well.