Rust may be the bees knees but it has many hurdles to overcome before it dominates a language that has been around for 46 years.
You must be confused, as this isn't true. https://www.tockos.org/ is even an OS written in Rust for ARM boards.
ARM Cortex stuff already works, AVR is coming.
I think AVR is pretty minor outside hobbyist circles. After ARM support, I'd rather first see MSP430 (amazing for low power), some FPGA softcores (like NIOS, microblaze, etc., common in low volume, industrial & medical devices) and even 8051 (these buggers seem to still be everywhere, but I guess targeting Rust for this arch is the ultimate challenge.).
I guess RISC-V would be cool as well, I can see this getting more popular in the future, eating ARM market share.
While Rust certainly isn't the silver bullet, it demonstrably significantly reduces memory and concurrency related bugs.
Yeah, the last firmware I developed was in C and assembler. No, I could not have done it in Rust, mainly due to no Rust compiler available for the arch. Then again, I could not have done it in pure C either...
For future platform selection availability of a Rust compiler is already a factor. Even if we'd still end up using C/C++ for now.