AWS makes the same claim with FIFO SQS, and maybe I’m getting it wrong, but these claims 1) have a lot of caveats and 2) only work inside the boundaries of the messaging system.
There’s a note in the next paragraph about how systems manage to say that if you pass in the same message ID / token for X minutes they won’t be duplicated, and my ensuring FIFO there’s a side effect of not giving out the next message until the current one is acknowledged.
This leads to a situation where there’s a guarantee of exactly once acknowledgement, but not necessarily exactly-once processing or delivery. Given that the semantics of at-most-once and at-least-once apply to processing and delivery, I personally don’t think the goalposts should move on exactly once.
Systems claiming exactly-once lull developers into not planning for multiple deliveries on the subscriber, or the need to do multiple publishes, both of which can still happen.