Any given speaker of any given technology can seem overwhelmingly superior, somewhat regardless of cost. The novelty of the sound often convinces the listener that the new/novel speaker has it all. Only with time does it become apparent that one has by necessity sacrificed other attributes of great sound while accepting the new/novel technology.
This is not a dismissal of Tekton, nor of those who did trade more expensive speakers. This happens all the time across the world. There is nothing new about selling a more expensive speaker for one of a different technology which costs less. Obviously a company will make much of this, but it's not unusual. Anyone who moves from a dynamic speaker which costs more to a Maggie or similar panel, or to an open baffle, even a DIY, is making the same move.
So what? Is this news? No, its advertising on the part of the company, which is to be expected. It's also enthusiasm on the part of new owners, which is also to be expected. No big deal.