Personally I'd love it if companies just specced lowered 36 Floats on their aggressive trail bikes, but whatever, I'm sure 34s will be a big improvement over the 32s on some bikes.
As for the whole "OMG THEY'RE JUST TRYING TO MAKE MONEY" sentiments:
a) yes, they're a business, don't get mad at them for trying to succeed, just don't buy shit you don't need.
b) it makes sense for them to have a 32mm XC platform, a 34mm trail/enduro platform, and a 36mm freeride platform.
Stop whining.