Meaning that I guess he probably "voiced" the V12 in triode, but for at least the present moment, I am preferring UL.
@immatthewj IMO 'voicing' is a bad practice. I very much doubt this amp was 'voiced'.
I think the term ultra linear is marketing in nature and I dare say most people have no clue what they’re buying when they do.
@emergingsoul The term 'ultra-linear' was used to describe the invention that is the subject matter of US patent number 2710312A. You'll see it used in the text of the patent. Its an accurate description of the time about a break thru in amplifier technology. Diagrams of how it works are at the link.
Loudness controls have to do with how the ear's frequency response changes with volume. Its a tone compensation.
WRT UL, It can be made switchable by having a switch connect the screen of the power tube to its plate as opposed to the tap on the output transformer.
Its not a marketing term any more than the word 'triode'. Its part of engineering lexicon.