They are using the term without understanding what it is, or they're just using the name for their own made-up technology. For eg. - "Development of Cryptonote Technology is underway and will include: a near realtime decentralized exchange (Instadex) and a peer to peer sports book (Privatebet) and more!" CryptoNote is a protocol that has nothing to do with exchanges and sports books.
Their source code should also tell you everything you need to know: https://github.com/laowais/bitcoindark/blob/master/contrib/debian/novacoind.install - they're forked from Novacoin, not from the CryptoNote reference code. Novacoin (just like Litecoin, Dogecoin, and all the other forks) use the Bitcoin protocol. Monero, Ducknote, Boolberry, and so on all use the CryptoNote protocol.