Exactly this. I see this exact pattern periodically: someone gets into the industry from the production side who hasn't done the time on the consumer side, doesn't know how to evaluate/package/market their own product, and flops. It's obvious from things like what they think should be on the ball bands, and it's embarrassing for everyone involved.
Their only reasonable course of action from a business perspective would be to hire an actual knitter to do some branding and find an established, woke indie dyer/dye house to wholesale to that could bring actual talent and name recognition to the whole endeavor. Scale could save them, all other things being equal. Unfortunately for them, whoever that would be would want to make the ranch part of the brand story. The overcrowding/general conditions aren't exactly going to endear them to the folks who'd pay a premium for that sort of thing.