That's exactly my point, aussiexpat.
When I mentioned this route was in competition with Bangkok Airways, HammerMan said, no, it's about the "onboard experience." Photos of the bar were also posted.
As more information is forthcoming, we are seeing this service is more about "transport" than an "onboard experience" or "cruise."
With so few rooms available, one can spend hours in a chair on a "ferry" as opposed to a "cruise ship", or spend an hour in a chair on a flight and be sitting on a chair on Chaweng Beach Samui within an hour after landing, for a cheaper price.
Comments have been made about being able to take a vehicle, but that's the expat market, not tourists.
I asked what market this service is targeting, no reply.