I think this is an uncharitable view of the information on offer. The linked page similarly brands the technique with a trademarked WHOLEGARMENT label, claiming it’s a world first, so it doesn’t seem a stretch to see how these folks got to claiming it’s novel and making a bit of a todo about how it’s different. It also seems to have some business model implications that on first approximation look less than favorable, so I think that helps to justify the need for a position paper like this.