I have a conspiracy theory brewing. Did you know that CME, who recently announced upcoming BTC futures, also owns Coinbase, Coindesk, and Digital Currency Group, the group that sponsored Segwit2x. We certainly know that this group has a large amount of BCH (from coinbase customers).
Why not launch Seg2x to attack BTC, and have BCH in reserve to pick up the pieces? What if CME plans to really launch BCH futures? All they really have to do is have coinbase rename BCH, BTC after the seg2x carnage. Look for increase in BTC hash power before the fork, that will be redirected to BCH after the fork. Coinbase will claim they have to list the chain with the most hash power, and Coindesk will handle the rest.