I don't believe this is a one or the other situation, not to mention the fact that whatever was paid to have these shots done would translate to roughly .01% of a MotoGP budget. Plus, who's to say Ducati hasn't been working to become more competitive? By all accounts thus far, the GP14 is a much more capable bike than last year's.
The angles and panning in and out of the "product"...it looks as if they are trying to sell something "fancy" to the public they haven't been able live up to in the past....
Well, they are unveiling a new livery so all the panning in and out isn't without cause. Personally, I think the new matte livery looks pretty slick. It's strange not seeing Termi stickers on the Ducati GP, although the Akrapovic exhaust does look pretty good on these bikes.
I believe they have gone back with the frame design since Rossi.
I'm sure it's business as usual on these releases. And as you can see by Ducati fielding more bikes in MotoGP and WSBK and their Open Class entry, Ducati is doing something to be competitive again.