That's interesting, and a move I'm not entirely surprised by.
CB has been the de-facto band for off road users, but trail communications have shifted in the last ten years. A great many people are going the ham radio route, which I did a few years ago. Just a far better system.
Many people, though, are going to the FRS/GMRS bands with Midland's mini mobile radios, which I think is a good middle ground between ham and CB. Perhaps this is Cobra's attempt at staying in the game now that Midland is focusing a lot of effort on the FRS/GMRS radios for off-roaders. It would make sense, given the shift away from CB.