To be a bit picky, you can't compare projected area by deflating the kite and lying it flat on the beach because of the curve of the kites when they're in the air. To get the correct projected area you'd need to have the kite in the air at 12 and be looking down on the canopy from above. Think of it as being similar to the shadow the kite would throw at noon if it was sitting at 12 in the window.
As for the relation of projected area to kite size, it may be an arbitrary decision by the kite company as to what size a kite is. Here's the size chart for the North 2010 Evos (used because it was easy to find, and I couldn't be @rsed to spend time looking for any others)
As you can see in the table, the difference between a 6m and a 10m is on 2.5m^2 of projected area.
Bear in mind though that projected area is only one facet of what determines lift for a kite.
my 2c