As far as marketing goes, you are pretty right. Even the product description on the web site looks like an aftertought. It is surprising...
I assume the Kona One Design fits the bill of a more popular board, with an increasing fleet. Starboard is pushing Formula, which is fine too. It's probalby better for the sport if Starboard lets Kona build it's class, instead of pushing another competing one.
For me and the family, I will eventually choose between BIC 293, Kona One, Fanatic Viper or RRD Longrider. I hope I'll find some to try, everything with a dagger board seems to be considered a beginner board around here.