Lets see if I can chime in here with an opinion.
Malcolm Doke is the product manager for the PA division of Korg here in the USA. He is not a clinician or anyone hired to perform for the NAMM show. His job is to promote the products to dealers and talk about their features and advantages to the possible customer. Malcolm is trying to change the public's notion that an arranger keyboard is for an experienced keyboard player who needs sounds and styles, but also for the singer songwriter who might only have very basic keyboard skills and needs to get songs recorded in an easy to do method with just some basic keyboard playing knowledge.
Korg started this theme of the "songwriters" keyboard at the Winter NAMM show and are continuing with it here at the summer NAMM exhibit.
Manuel is absolutely correct that the purpose of this video was for dealers to see the Korg arrangers in a way they might not have thought of before. I'm hoping that Korg will reach a whole new group of customers with this approach of a songwriters keyboard.
Kaye's Music Scene