Yup companies like Pentair have been doing this industrially (and on more consumer stuff like pool filter pumps) for years now. I would guess the newer part might be adjusting parameters in a coordinated way via a network... enabling those hacker movies where someone on a laptop can startup all the machines in a factory with a few keypresses.
Having 50% more consumption than the competitors is nothing to crow about. Great that they can claim 30% lower consumption, but that’s quite the spin to put on the story.