Marketing is marketing ... they will talk about how great something is, show you the fantastic tech, tell you about the improvements over the last version and how much better it is then their competitors.
Axiom talks about how they evaluate improvements to their speakers and often the improvement comes from small changes in design rather than the latest tech.
So if some company starts touting how great their new ribbon tweeter is and how it blows all else out of the water ... how did they evaluate it. Most likely someone in engineering just said it was an improvement and marketing took it from there ...
Just MHO
