I don't think it is bull 
The claim of zero standby power is bull.
Look at the schematic of their box:

Where does the 12V come from? How is that DC supply consuming no quiescent current?
The answer is it's not. It's a bit of a smoke and mirrors demo. They are measuring the TV standby power after the 12V plugpack.
Sure the TV now longer consumes it's own standby power, but the 12V plugpack still is!
Their claim is that it eliminates all standby power, that it