Yeah. I'd assumed that 'true-HEPA' was a made-up term intended to trick people into thinking something is HEPA when it's actually worse. But that doesn't seem to be the case.
The Wikipedia HEPA article[1] says it's actually a reaction to people doing that -- some companies advertise "HEPA-type" or "HEPA-style", and so companies with actual HEPA filters market them as "True HEPA". It's a race to the bottom.
[1] https://en.wikipedia.org/wiki/HEPA#Marketing