I think the point might be that you load it into something that is touch screen. This is quite weird of an announcement in general though, so I won't totally rule out that they're gonna make something real in this realm.
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.