Yeah, the huge number of "sing-along versions" of movies on Disney+ make it pretty clear what at least one major target market for this is. See also: the overwhelming majority of home-karaoke devices that are purchased. Most of the market's shitty overpriced devices that barely work, aimed at kids. This replaces those with something way the hell better, on a device that also does a bunch of other stuff.
It seems that your kids are the intended target.
Kids love to sing along with music. You've already discovered that.
You must not have 10 to 12-year-old girls. Put a couple of them in a room, and eventually they'll start singing.