I agree that marketing is vital and frankly they seem to be better at it than most Irish micro's, but there is more to producing an Irish craft beer than simply marketing a beer as such. I would like the beer in the bottle to be Irish too and I don't think that is unreasonable.
Hey, how about I start a company selling Irish Oranges (grown in the EU)?
What would be wrong with producing a Stout and calling it an Irish stout? If it is brewed here, then it is an Irish Stout. Frankly I think there is room for a flavourful Irish Stout on the market, as an alternative to the nitro tap stuff everyone else is producing.
As to the Guinness issue, I'm not sure how Irish that is either, but you could make more of a claim for it than this stuff. I mean it was formulated and brewed in Dublin, then brewed abroad to the same recipe.