Joking, I think. Or maybe just exaggerating, in a Salesperson sort of way.
I remember when the '040s were released about the same time as the Intel 486s, and people were comparing the performance of the processors Vs their clock speeds. Someone pointed out (in AF or CUA?) that the Intel CPUs used single-edged clocks while the Motorola CPUs used dual-edged. So a 68040 at 25 MHz was equivalent (in operations/sec) to an 80486 at 50 MHz. Certainly the comparison was consistent with the observed performance.
That was before the days of intelligent cores. You can't do a simple compare like that on more modern CPUs.
tony