I would dare say that questions such as the "target market" are decided by Vinny Bonacorsi, and passed down from Indy to Hope. Vinny, from my limited dealings, is a very sharp dude.
It's pretty apparent that said market is people who are into the intersection of design and audio. USM, etc. Perhaps they find Heritage too old school, or too MCM, or whatever.
And as to the incense... my understanding is that Devon uses OJAS as a multidisciplinary channel for things he finds interesting. I don't get people throwing shade at him for being an artist. It's a big, exciting world, where you don't just have to be a speaker guy (or gal, or they). He founded a very (underground) famous fashion label about 20 years ago called No De Guerre, which is tremendously influential now.
In short, he's done more with his life than most of the hecklers on here. And it's mad that he's collaborating with a company and a philosophy that we are all so madly passionate about.