Yes you're likely right - the goal of these is not to sell them per se, but rather the buzz and the media hype because they're so special and on the cutting edge.
And then the regular guy will go to the AD and buy the run-of-the-mill version. That's why I hope all or most of the new features will not percolate down to that - leave the standard Moonwatch as is (or do some good tweaks such as a better looking bracelet or improved WR) and don't pass on the glitzy or faux-vintage features of these.

Comparing these and the LE Monaco's is much harder instead, more like apples and oranges: TH did not have the luxury of a global event the echo of which self-sustains and benefits the watch too, and I think they've pulled off an exceptional campaign so far. I am probably biased that I've been much more a Heuer (and Sinn) than Omega fan for the past fifteen years or so, but I also liked the fact that the LE Monaco's are much more affordable - always in relative terms of course - and truer to the original spirit of a "real" tool watch - all of them born for the races initially by the way, including the Speedmaster!
Cheers,
Fabrizio