I read they are working on expanding the colour range...The colours you posted are the ones from the concealer (I realised that e.g. the medium colour is far more lighter than one yould think, if one looks at tahe presentation videos either on QVC or on YouTube), the ones from the CC Cream etc. are different (at least that is what I read), they follow a different colour scheme. When watching the videos on QVC UK, you can see that the light shade from the concealer is nearly white. On the other hand, when watching via YouTube the application of the CC Cream in fair, it seems to be slightly grey on the face....
Here is some more information about the different shades:
http://www.ulta.com/shade-finders/it-cosmetics-foundation-finder/?source=native
Here the shades seem to be kind of dark:
https://www.beautylish.com/s/it-cosmetics-your-skin-but-better-cc-cream-with-spf-50-fair