Both subtle and big changes were palatable at ET2013 show this year -- among Japanese vendors' booths.
They are more open and willing to pitch solutions they had not developed themselves. It almost looks like they have finally realized that they don't have to invent everything before they go to the market!
I don't know mruby specifically, there were plenty of attempts to get scripting languages for microcontrollers.they largely failed because they need more memory, they really slow the code , they dont support real time code, and the general conservativeness of developers.on that note , even even inventor of Ruby thinks most embedded code will be in c/c++ not mruby.
on the other hand spansion can create microcontrollers in 40nm ,which might change the game.and them pushing mruby could certainly help.
and there is the new "micro python" which claim to solved the speed and real-time issue.we'll see after it's kickstarter ends.
Another option regarding mruby: ruby is popular in japan(for general programming). Maybe spansion want to improve prototyping of embedded systems in japan, and grow the maker community there. It makes sense since japanese companies buy more japanese micro's.