I no longer think they are a complete scam, but certainly their marketing is deceptive at best. If you are choosing this brand over say a more well regarded brand like Nitecore or Jetbeam because of something this company claims, I would rethink that choice. If you are basing your choice on other criteria, it's probably OK with the caveat that you are most likely overpaying. So again, you're probably getting a decent product.
Most flashlight companies are dialing their rhetoric down and even giving accurate specs these days. Some of them are even *gasp* understating specs like runtime and output. My opinion is that if a company has a superior product, then they don't need to resort to wild, easily disprovable claims to sell more units. Some of these companies are realizing that the consumer is smarter than they give credit for.