They are either genius who try to trick people into thinking inflation is a good thing or they are dumbasses!
I'm with Karl. Technically, its the truth because two negatives equal a positive. (Example: 2 - (-2) = 4 because its 2 subtracting a negative 2 which then adds two instead. Math is crazy. Lol.)
That's actually a pretty smart marketing trick. They're not lying, yet they're causing some positive feel in the people stupid enough to be fooled by it.