I will admit that at first glance I thought this was a firmware hack for TVs, and I immediately started digging around the site to try to find a list of compatible TVs...
Once I found out what it was, it was still quite cool and I am curious to follow development, but I agree the site design/layout/copy is confusing at best, misleading at worst.
It is perfectly reasonable to criticise the marketing when it gets in the way of the message. Having to find and read the FAQ to discover that it is basically just a prototype desktop environment for existing distros is a bit silly.