Are full-frame DSLRs the new "medium format"?

With the advent of the Nikon D3x and Canon 1Ds Mark III, several articles/reviews I've read have referred to them as "medium format" as compared to the "cropped sensor" DSLRs. Is this the beginning of a shift in terminology akin to the old film ideas of medium format meaning 6x6 or 6x9 film and miniature format used to refer to 35mm film?