It’s not specifically stating that, but I think it kind of implies that, even though a more informed reader knows the fallacy of that assumption.
The article states that the key to his tone is the “complex” Axe-Fx II, then talks about how the pedal is designed to get his tone. That does not say the pedal sounds like an Axe II, but it does imply a bit of association.
If you have a certain guitarist whose tone is known to come from a certain amp brand, and then you say you have a pedal that is supposed to get their tone, it kind of implies it’s based around the amp, even though they aren’t at all claiming it’s a _______ in the box pedal. Company doesn’t have to use the word “hiwatt” or whatever, but people will assume that is what it sounds like.
Again, silly to assume a pedal can emulate a modeler which is itself essentially an emulation, but, I think people know the Axe-Fx is a high quality, expensive product used by lots of well known artist.
Suggesting you can get a tone, similar to what one gets from the expensive Axe, from the significantly less expensive pedal, in essence makes the pedal seem to punch above it’s weight, without saying as such.
It’s basic association marketing, mention your product along side known heavyweights, have attractive women in your ad, etc. Increases the consumer perception in most cases.
