Its a business decision. If people only buy one shirt (I'd assume clubs have data on this) then there's no point in making two shirts that they'd buy. You make a second product that will appeal to different people.
I don't like the away and third (thought the same last year, and actually like the third now) but then I'm only in the market for one kit, and the home's got me. Maybe they are seeing how they can appeal to people that currently DON'T want to buy a traditional, plain shirt.
God knows if that will work out, but given the possibilities that either Warrior are incompetent idiots, or they have a clue, I'm going with the latter.