I don't believe they're saying what you think they're saying - thus I don't believe they're close to "lying". They're saying they "developed and tuned" a burner rather then selecting one. I believe they're viewing the whole apparatus as "the burner" and they've taken a common commodity part and placed it in a well engineered stand that performs better then their competition.
I believe that's the development and tuning aspect, but I don't believe at all that they have enough business to order "custom tuned" cast burners that are virtually identical to a much cheaper and much more commonly available commodity.
EDIT: Or what crazyirishman34 said above ^^^^^^
Makes sense, I can roll with this