I think what it comes down to is marketing vs reality.
The marketing says that in laboratory tests under controlled conditions with hundreds of samples... you could probably get the new briqs to burn exactly the way they say. That, to me, is cherry-picking.
The reality is that when someone who has been using the old briqs for years buys the new formula briqs for the first time- they will be shocked at the differences in burn time and temp and probably ruin some good meat while they either look for a better alternative or tune their ingrained personal cooking style and techniques to the new briqs, which lets be real, are only a product of Kingsford looking for a way to make cheaper briqs.
I have been using both Kingsford and Royal Oak for a long time, and after seeing this, I think i'm going to be strictly RO from now on.
And that's all I have to say about that.
This and...
As mentioned, kind of like the EPA estimated MPG on a sticker but YMMV.