I agree with some of your points, but its just a hard comparison because in snowboarding there is only one sector that dominates which is basically all freestyle. On the other hand, skiing has oldschool and newschool as evidenced by this site. In the freestyle sense, yes they are the most predominant brand and no longer a niche commodity as say on3p or moment. Having said this putting them up there against Rossi or Salomon or K2 makes them seem that much smaller and not at all like Burton. Their goal does seem pretty obvious to expand and cater to a wider variety and age groups of freeskiers but so far they have retained they're core essence in my opinion. It is sad because some people feel like they own a part of armada seeing them starting out, but then again if there were any company that I would want to represent the freeskiing aspect of our sport I would want it to be Armada.
So I don't think they are quite as soulless as Burton and I don't think they really ever will be because of their roots, team, and great products.
**As for production and next years outerwear I don't even know so I'll leave that untouched. But their quality of skis that I've ridden on and seen is amazing.