My first impression is they were doing industrial product design—if they were designing blenders and chairs it would have been a fantastic line.

I actually thought the same thing. It's a line that feels a bit out of place, but as I went through the site, I started to think that was their intention. The copy is purposefully contrarian. It gives a "serious about not taking ourselves too seriously" kind of vibe. I agree that home page headline could be super confusing for a first time visitor though.