I guess they're trying to replicate the "UK white label ethos". You know, ukg dubplates that were pressed in very limited quantities.
However, there are a lot of things that bug me there. With the rise of Discogs/Youtube, these releases won't remain "secret" (as it was the case with the aforementioned white labels). And advertising it is also non-sensical.
Plus the fact that this label is co-runned by Anil Lal (spa5tik0lonz on Discogs) aka "buy this release before it gets expensive".
Still i am not really understanding your point. And the reason why Anil is involved should matter with it.
Maybe (as you answered yourself) their aim is not to be a secret label? Everyone lately is advertising no repress and strictly limited copies : what's the difference? Even half of them maybe had digi or represses after a short while.
New label, good producer. Like it? Buy it. Don't like it? Skip it.
Haters gonna hate for sure, but that
is non-sensical imho.