Some of it may be marketing BS . . . the true issue is that many of us look at the glossy brochures and pretty pics and descriptions on line and see that Stove A has a "burn time" of X hours . . . but very few of us ever stop to ask the salesman or company what their definition of "burn time" is . . . heck, even here we've had discussions about what that definition is: a) the time from when the match is lit to when the stove is at the ambient temp of the room, b) the time from when the match is lit until there are no glowing coals, c) the time from when the stove is producing a measurable amount of heat at __ degrees F to the time when that temp falls below ___ degrees F? The thing is . . . there really is no set answer and certainly no one answer that all of the stove manufacturers agree to follow.
Then . . . add in the fact that even if Hearth.com member Joe Blow and I agree to the same definition and have the same stove, our results may vary . . . depending on the wood (species, how well seasoned it is, etc.) we put in the stove, the draft (i.e. does Joe Blow have a flue damper he can use or perhaps he has a very tall chimney that will eat up the wood quicker, etc.), how full we fill the firebox (i.e. I cut my wood mostly to 18 inches, but maybe JoeBlow is able to get another 5 or so inches of wood on each split into the firebox or conversely maybe his supplier only sells 16 inch splits), how we run the stove (i.e. when does Joe Blow reload, maybe Joe Blow turns down the air more than me or does so sooner in the burn, etc.) . . . and so results can vary.