@Randy Holmes-Farley on the surface this thread seems pretty straight forward. However, I wonder what the end goal is. I highly doubt we'll see a company chime in defending their reasoning.
I'd imagine, it's more of a reflection for us, the consumers to take a hard look at why we allow companies to make such claims. And why we are gullible enough to believe them.
If so...
Then the question becomes, should we only purchase products that have undeniable proof? And, what does that undeniable proof look like? Do we put our trust in an organization that can provide such proof? Do we have it in us as a collective to designate an entity to make those decisions for us? What would the criteria be?
Here's some food for thought, Would we (as consumers) buy a product from a company that claimed, "we don't have solid evidence that our product does what it claims, but there's enough anecdotal evidence to say it makes a difference"?
Is there a level of honesty in that statement to make someone purchase it? Or is it still a marketing tactic?