Mungi, thanks for the link to Urban Pickups.
I don't see any reason for them to stress that it's not a Darkstar. I can't imagine why anyone would think so to begin with, since they clearly call it a Bi-sonic. Fans of the Dark Star seem to be hung up on the sound of the pickup, not on Guild basses.
As for promotion, what you're seeing at NAMM is a lot more than Fender has ever done for Guild. Back in the day, Guilds never sold nearly as well as the Gibsons most of them were patterned after. Their appeal today will be limited compared to solid body Fenders. If it weren't for Fender, the brand would be long extinct. I'm excited about these, the bass and the guitars sound great to me. OTOH the best that can be hoped for is that they sell moderately well.