It's not their line. They licensed their name and branding to another company. The same has been done with other brands like National Geographic, Discovery, Kodak, Jeep, etc.
It's ok to try to improve your sleep. But I agree that obsessing over optimizing your sleep can cause issues. I used to get sleep anxiety and would have trouble sleeping. Even sleeping pills didn't work. Luckily I made the realization pretty quickly. I still track but I don't obsess about getting X hours of sleep and such. If I lose some sleep, I know I can just make up for it. Being able to work at home does make this a lot easier, to be fair.