I agree that the press release you have quoted is potentially misleading. It should have been much clearer, and consumers should demand proper transparency from all watch companies - even (and especially) the independents we know and love.
In short, the fact that MB&F has published a dubious press release does not mean that it is acceptable for others to be misleading.
Further, in my respectful opinion, it is more egregious to sell a US$345k watch with a movement that has already been used by four other manufacturers (including two - Ralph Lauren and Louis Vuitton - which are much less prestigious than LF).