That's also something all the AI companies have been doing.
(It's not news to anyone who has worked in sales-led businesses that salespeople are prone to believing the claims of other salespeople, I guess).
Lying about your lab's capabilities != Lying about model capability
Exaggerating the capabilities of a new model that you've actually trained in press bulletins can be called marketing. Merging two models and claiming that you trained a new model is plain lazy.