Second getting riders out of the race course, that place causes kids to join TGR (or worse...EpicSki) and get boring desk jobs never to return. Racing may improve your skiing, but once it sucks you into plug-boot hell there is no coming back.
Nordica has been around forever, just like Atomic, Elan, and Kastle. These brands are in no way "newschool" in their roots. Companies like Line, Armada, and 4FRNT came to be at the roots of the newschool ski movement and that was always their focus. Atomic over the past few years has garnered many new-age freeskiers as well as seasoned big-mountain riders that have helped in the growth of their freeski line. Nordica is doing the same thing with their park division, and it's a good thing. They have a good rider base which will help drive sales of their park skis.
While they may be a little late to the game, the industry is still growing from top to bottom, and more kids are getting into the park. Nordica just wants a piece of the "Kieran McVeigh style urination."