You mean present it non-deceptively without exaggerating to the detriment of the user. What would the developers tell their partners or friends in confidence?

You mean present it non-deceptively without exaggerating to the detriment of the user. What would the developers tell their partners or friends in confidence? Are their claims in confidence supported by evidence that they made efforts to validate in proportion to the magnitude of their claims? Does that differ from what they say commercially? If so, then they are communicating deceptively to further their monetary interests. That is not to say that other manufacturers are not communicating deceptively all the time as well, but complaining about truthful statements because they do not exaggerate to the detriment of the user for the monetary benefit of the manufacturer is silly.