If I know my cliches, this isn't the message that will be sent. Rather, he'll start out as a shallow, unlikable, skirt-chasing jock, who in time is taught compassion, empathy, and common decency by his friends (mind, I have known this to happen in real-life.) I could be totally wrong, but such a character simply isn't an audience identification figure, unless your audience consists of a bunch of alpha-male jocks.
Ah yes, the generic tomboy. A tiresome trope, though by the same token, I'm not sure if the average target-audience-age boy can be counted upon to appreciate a more nuanced, less macho, female hero.
I see where you're coming from, but I don't think that's what was being aimed for. Rather, I think the point was merely to emphasize the juxtaposition of the Chivalrous Days of Yore with futuristic, post-industrial technology. It leads to some troubling conclusions, granted, but I don't think it was meant to be condescending.
EDIT: For my part, I'll just try to ignore the story, as I have for Ninjago, Hero Factory, Chima, etc. The sets look interesting, and that's what matters for me.
EDIT 2: I do admit to being annoyed by the lack of creative-world-building. LEGO seems to have taken a far too obvious route. Downloadable powers! Robot Merlin! Sigh. There's so much more that one could do with the premise. Instead, it rather seems to cheapen both genres.