I agree, I'm not sure it is going to be a sales success, though I hope it is. It is a confusing niche they have gone for.
It isn't really a "dirt bike" or even a dual sport. It isn't an adventure bike (Ducati accessory configurator not updated, but one assumes it won't have hard bags and such).
I can imagine it being fun in the desert (no desert around here so imagine is the best I can do) or perhaps fire/logging roads or just out in the boondocks where you can run into dirt and gravel with regularity...
It DOES look good, particularly the red... I'm just not sure what I'd actually use it for.