Giving consumers little bits of info is sometimes a good thing though, can publicise and promote the product and get the hype up, if us mere mortals arn't special enough to even look a pic that may or may not be real, then why release the picture at all, or at least why not come out and say its not real.
Most probably they are not paying any royalty so far but Kee doesn't care for now as the new loader will phase out the market for hater boards and if not they will just sue/pound them into the ground...
You'd be amazed how little it takes to drive a small company out of the market...