There are plenty of people looking at MIDI controllers who don’t know the first thing about MIDI, period. (I was in the same boat about 4-5 years ago.)
Anyone with a bit more experience of controllers will know how and why this is a step up from most stuff out there, and that is more who this is aimed at.
Whether it does well or not remains to be seen. I obviously hope so as a lot of effort has gone into this. I’m not involved of any of the financial stuff so it’s not my place to worry about that side of things.