Everyone has been aware this has been done in surfing, windsurfing etc for years. I guess it's a bit refreshing to see that in this case we are not considered fools and reality is there for all to see.
Also we don't know exactly what Connors deal with Starboard is, he may well be sponsored to assist with R&D, and if he is riding the best boards in the world well his value in development of the new Starboard products would only be greater.
The longer paddles is nothing new in fact it's really old if you look at the early canoe races in the Molakai channel race none of the paddles had T tops and were really long , drop your top hand down low for power , slide it up to lengthen your stroke when on a runners. You will still see these paddles used today at Waikiki by the steerers in the surfing canoes.