I think the difference here is that he is actively making a claim which is based on a completely false premise. I know that Roger Federer gets paid a pretty pen

I think the difference here is that he is actively making a claim which is based on a completely false premise. I know that Roger Federer gets paid a pretty penny to wear a Rolex, but in every ad for it he is still wearing the Rolex; Golfers swear that they trust ball X or club Y, and even though their equipment has been individually engineered to a point that mine never will, they do head to the golf course using those clubs. Giselle Bundchen never says she actually wears Victoria's Secret underwear; she just has pictures of herself taken in it.