I see your point and I generally agree.
However after seeing their ad campaign I think the right question is not " what the main target demographic is" but "what the main product is"?
If keeping people engaged, help them having a social circle of divers are their main points, why do not develop a breaking new dive log fully integrated with social network?
I'm just joking
Anyway I think that even a simple dive computer is still a life saving device and cannot be underrate as it appear in their ads.
Do they have a facebook page?
Do they listen to they customers?
I mainly do tech diving and I like to use a simple bottom timer. When I saw the first images I went to see if it can be used as bottom timer (it has a gorgeous display and logging capabilities. Maybe one day Subsurface guys will hack their communication protocol). From what I see it has a gauge mode... without max depth (AFAIR from their user manual). How can be conceived a device with a mode without max depth display? Regardless of the user experience.
PS
Maybe that function is there but even the user manual is beta
Do they have a facebook page?
Do they listen to they customers?