I like to think most people are able to read marketing material in the context of the roadmap to understand the difference in performance claimed vs. measured - apples and oranges comes to mind
Making marketing material truer will lower the amount of people trapped into the vicious cycle of repeating false claims for the sake of propping up a risky investment, and is good for everyone involved long term.
But short-term, making outrageously optimistic statements will create a large amount of proponents which is what probably financed this report in the first place.
The difficulty is in ramping up truth without destroying too much the franchisees who are the ones who put up the actual money but valued their investment in light of a false/exaggerated statement.