no, what happened was people realized that reverse camber skis are awesome. Yes, some of it was based on hype, but lots of people would have bought them this year anyways.
People will buy from K2 beore other brands because they are a trusted brand. Not too many companies make reverse camber... not too many people have heard of the other ones (moment, praxis, whatever) and not too many people outside of the newschool market trust line.
obviously, as stated above, people get sponsered for a reason.