I think the engineers told the marketing team that they implemented E2E and the marketing ran with it. The same engineers who rolled their own crypto using ECB

I think the engineers told the marketing team that they implemented E2E and the marketing ran with it. The same engineers who rolled their own crypto using ECB mode probably thought they were telling the truth. The marketing team probably asked if they had used blockchain too. Until recently they were just another a small company trying to build a customer base in a crowded market.