I would guess this mostly designed for ocean crossing flights. Their example is NYC to London, as soon as you take off from NYC you're over the ocean. By the time you accelerate to mach 1.12 and are at the appropriate altitude, you'd be far enough away from the city for the boom to not matter.

That's correct. We're starting with overwater supersonic because there's no regulatory barrier to launching service. You can make a much quieter sonic boom than Concorde, and eventually supersonic overland will be allowed.

Exactly, that's what I said. There are may across ocean routes but this means it limits its market and the routes it can run. It also makes less sense to have it as a single private jet.