Meh. I don't really see the big deal. It's all marketing, and Briggs trying to sell people on the idea that their engines require less maintenance. I'd be willing to bet money that the marketing has somehow made more customers aware that they need to check their oil. I can't count the number of small engines that come through my garage, from just out of warranty to 20 years old, that are locked up solid from no oil, and when I ask the owner if they checked it I get a blank stare.
Just yesterday I did an oil change on a box store zero turn mower with a Briggs, the date code on it said 2014, so almost 10 years old, and I drained the original oil and took off the factory oil filter.