This isn't the first time Kia's done this; together with Hyundai, it released the Optima (and Sonata) hybrids later than the competition to see what some like and what others don't.
I think it's a risky, but often a worthwhile strategy. The benefit is that they read the reviews and criticisms: "I dislike the split rear-glass window. That centre-mounted dashboard? yuck! Handles like a boat. Kind of loud." etc. (not my criticisms, but what I remember reading online elsewhere)
The nice thing is, it'll be more C-Max than Prius. It'll likely be inexpensive (relatively speaking) and focus on being sporty/decent handling (like the Rio/Forte SX models).
Thanks for the news, Mark!