I think they are doing what lots of "advertising" driven companies do...
they aren't selling a product... they are selling their advertising...
let me give you an example...
Ultra Bass Reflex Ventalation!!!!
Super Bass Port!!!
Bass Enhancement Tube!!!
etc etc etc...
In the audio market... manufactures love to give new names to old technology. "Tuned" boxes have been around for at least 40 years.. yet sony, pioner, panisonic, and many others, are still out to convince you that their port is "ULTIMATE SUPREME BEST EVER MOST INCREDABLE BASS BASS BASS IN YOUR FACE FACE FACE!!!"
35 microns!!!! OMG a number!!! it's incredable!!! It's amazing!!! They said it over and over it must be amazing!!!!
um- any cheapo filter can filter this particle size at a reasonable rate.. this is the first company who has decided that a filters ability to do this should be advertised in the spotlight.