[bongodriver]

Hair-splitting semantics, as DroopSnoot correctly says.

I'd imagine your average buyer would make no such distinction, simply supposing it uses the latest, greatest technology.

It doesn't do this. It makes provision - like so much else - for using the latest, greatest technology in the future. Maybe.

So the fact that it's the truth i.e. it is written using DX11 API with DX10 feature levels is a bad thing?

and you don't seem to see the real 'hair splitting' is being done by those such as yourself, the message could just as easily be for the above average buyer who does understand the concept (I see no reason for us to be excluded), the fact it is not using DX11 feature levels will have no bearing on the average user, the average user wether they have DX9, DX10 or DX11 hardware will still be able to use it.