I think you're missing the point, it's freely downloadable as a standalone windows/mac executable and that's the entire product. There's no physical product.
I could be totally wrong, but some wording on that page makes me believe they are planning to release a hardware component to it. This one quote specifically:
"The Kia instrument features a touchpad keyboard [emphasis mine] so you can play as you go. You can create endless patterns, save your loops, play them back immediately and modulate the sounds with the dials. The key buttons light up when played, which offers a quick visual orientation."
I agree though, you are most likely right. Wouldn't be the first time a promo website decided to put a bunch of weird phrasing for whatever reason.
Even on that same kia page, they talk about 4 "neuroscientific" parameters for the synth. I was expecting some randomized (ala arturia microfreak) or neural-net related things. Turns out, they were referring to things like BPM.