Max has been pushing his startjoin and startcoin thing for a long time now. When he said smartcoin it was a faux pas, that's all.
edit1: Him and I have emailed back and forth many many times- Trust me when I say, he has no intention of promoting our Smartcoins.
edit2: Max is also heavily invested in BitPay and Bitcoin. He's the last guy you want to approach with a competing product like ours. It would be a total setup if he invited you onto his show.