I agree with
@ratflinger -- there's a lot of variation in tastes. I have made 2 Tavola no-skins (Barbera, Pinot Noir) and like them for what they are. The Pinot Noir is a great turkey wine, lot of fruit and enough body to stand up to roast turkey without overpowering it.
My first thought regarding the Novello line was "why?", but it's making sense to me. It's probably a great kit for a beginner who wants to taste their wine ASAP (which is every beginner!), it's likely a good choice for a lighter wine, and not everyone enjoys a Forte.
Besides, I can't blame FWK for wanting to corner every segment of the kit market.
In looking through the current WE and RJS lineup, I see FWK is making it easier to choose a kit, based upon style and likes. I've had people ask my opinion on kits to purchase, and it takes a full reading through the WE & RJS descriptions to give advice. I just looked through the FWK kits in 5 minutes (yeah, most are out of stock due to the recent sale), but I feel more confident in giving advice to meet someone's needs. YMMV